TESTING SOCIAL NORMS AS AN INCENTIVE TO ACTIVE TRANSPORTION BEHAVIOR

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This document discusses testing social norms as an incentive for active transportation behavior. It describes an experiment that offered different incentives (financial, social gift, mixed market/social, social/cultural) to encourage commuters to use active transportation for one week. The experiment found that social/non-financial norms had a greater effect on changing behavior than financial incentives alone or mixed incentives. It concludes that relationships between market and social incentives are different, and social norms have significant potential to influence willingness to change behavior.

Education

TESTING SOCIAL NORMS
AS AN INCENTIVE TO
ACTIVE TRANSPORTION
BEHAVIOR
William Riggs, PhD, AICP, LEED AP
Assistant Professor, City & Regional Planning
wriggs@calpoly.edu
Twitter // @billyriggs

MOTIVATION
RATIONALE
OUTCOMES
William Riggs, PhD // @billyriggs

MOTIVATION
• Foster healthier
lifestyles
• Increase livability &
economic resilience
• Improve environmental
quality / sustainability
• Nudge behavior
William Riggs, PhD // @billyriggs

RATIONALE
William Riggs, PhD // @billyriggs

THEORY / LITERATURE
• Correlations urban sprawl & obesity (Ewing; Cervero)
• Correlations higher walkability, increased walking
behavior and improved population health independent of
SES, or lifestyle preference (Frank; Sallis & Glanz)
• Housing not an equitably allocated; price, sorting,
discrimination and individual preferences may pose
barriers to neighborhood selection / choice (Ellen;
Quigley; Williams & Jackson; Rawls)
• Suggestion that lifestyle choice and behavioral
dimension plays a part in active travel (Forsyth, et al,
2007).
William Riggs, PhD // @billyriggs

BEHAVIORAL THEORY
• Providing better information can lead to (or nudge) different
decisions (Ariely, 2010)
• Social and market incentives drive decisions (Walker, 2012)
• Many programs do not account for daily user decisions, length of
trip or (if driving) the amount / cost of time (TCRP 2005; Litman
2006).
• Dynamic (digital) information can lead to improved efficiency in
these areas (Sengumta, 2012)
Social
Norms
Market
Norms
Behavior
William Riggs, PhD // @billyriggs

July 2013 William Riggs, PhD, AICP, LEED AP 11
William Riggs, PhD // @billyriggs

Education / Marketing Program
William Riggs, PhD // @billyriggs

William Riggs, PhD // @billyriggs
LACK OF INFORMATION
• 18% of participants (N=60) had no knowledge of
transit program
• “I thought I had to pay for it, or exchange parking
pass for it. Everyone I talk to is under that
impression. That could be a marketing area you
may want to focus on at some point.”

William Riggs, PhD // @billyriggs
LACK OF INFORMATION

The Power of Less than Rational
Human Behavior
• Market economics assumes rational
behavior and that people respond to
incentives (MB = MC)
– What about emotions? Values? Social
Pressure?
– Other motivators that are simple and
concrete?
– Markets imperfect (hence government
corrects)

EXPERIMENT
• Varying incentives or treatments offered to commuters to
encourage more ‘active commutes’ and not drive for 1 week in
comparative evaluation of observed vs. predicted behavior
– Financial (Money / Cash Incentive $5)
– Social Gift (Coffee / Juice)
– Mixed Market and Social (Coffee value at $2)
– Social / Cultural (Altruistic request to do something good for environment)
• Hypothesis 1 (H1): The relationship between market and social
incentives will be different.
• Hypothesis 2 (H2): All things being equal, social norms will have
the potential to create an equal or greater pull on willingness to
change behavior.
• Hypothesis 3 (H3): Including both monetary and social signals will
lessen the effect of social / altruistic exchange and cause the
incentive to be perceived as a market one.
William Riggs, PhD // @billyriggs

–MARK TWAIN
William Riggs, PhD // @billyriggs
OUTCOMES

Market Not Always as Strong
30.1%
34.5%
13.3%
42.5%
69.9%
77.0%
74.3%
67.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Market High Social / Gift Mixed Market / Social Social / Cultural
Percentage
Success
Failure

EXPERIMENT OUTCOMES
• Hypothesis 1 (H1): Relationships between market and social
incentives significantly different
• Hypothesis 2 (H2): Social / non-financial norms significantly
greater pull on willingness to change behavior.
• Hypothesis 3 (H3): Including both monetary and social signals
in incentives causes both to be less effective.
William Riggs, PhD // @billyriggs

William Riggs, PhD // @billyriggs
CONTACT
William Riggs
PhD, AICP, LEED AP
City & Regional Planning
www.williamriggs.com
wriggs@calpoly.edu
805.756.6317
Twitter // @billyriggs

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TESTING SOCIAL NORMS AS AN INCENTIVE TO ACTIVE TRANSPORTION BEHAVIOR

1. TESTING SOCIAL NORMS AS AN INCENTIVE TO ACTIVE TRANSPORTION BEHAVIOR William Riggs, PhD, AICP, LEED AP Assistant Professor, City & Regional Planning wriggs@calpoly.edu Twitter // @billyriggs

2. MOTIVATION RATIONALE OUTCOMES William Riggs, PhD // @billyriggs

3. MOTIVATION • Foster healthier lifestyles • Increase livability & economic resilience • Improve environmental quality / sustainability • Nudge behavior William Riggs, PhD // @billyriggs

4. William Riggs, PhD // @billyriggs

5. William Riggs, PhD // @billyriggs

6. William Riggs, PhD // @billyriggs

7. RATIONALE William Riggs, PhD // @billyriggs

8. THEORY / LITERATURE • Correlations urban sprawl & obesity (Ewing; Cervero) • Correlations higher walkability, increased walking behavior and improved population health independent of SES, or lifestyle preference (Frank; Sallis & Glanz) • Housing not an equitably allocated; price, sorting, discrimination and individual preferences may pose barriers to neighborhood selection / choice (Ellen; Quigley; Williams & Jackson; Rawls) • Suggestion that lifestyle choice and behavioral dimension plays a part in active travel (Forsyth, et al, 2007). William Riggs, PhD // @billyriggs

9. BEHAVIORAL THEORY • Providing better information can lead to (or nudge) different decisions (Ariely, 2010) • Social and market incentives drive decisions (Walker, 2012) • Many programs do not account for daily user decisions, length of trip or (if driving) the amount / cost of time (TCRP 2005; Litman 2006). • Dynamic (digital) information can lead to improved efficiency in these areas (Sengumta, 2012) Social Norms Market Norms Behavior William Riggs, PhD // @billyriggs

10. (Riggs & Gilderbloom, forthcoming)

11. July 2013 William Riggs, PhD, AICP, LEED AP 11 William Riggs, PhD // @billyriggs

12. William Riggs, PhD // @billyriggs

13. Education / Marketing Program William Riggs, PhD // @billyriggs

14. William Riggs, PhD // @billyriggs LACK OF INFORMATION • 18% of participants (N=60) had no knowledge of transit program • “I thought I had to pay for it, or exchange parking pass for it. Everyone I talk to is under that impression. That could be a marketing area you may want to focus on at some point.”

15. William Riggs, PhD // @billyriggs LACK OF INFORMATION

16. The Power of Less than Rational Human Behavior • Market economics assumes rational behavior and that people respond to incentives (MB = MC) – What about emotions? Values? Social Pressure? – Other motivators that are simple and concrete? – Markets imperfect (hence government corrects)

17. EXPERIMENT • Varying incentives or treatments offered to commuters to encourage more ‘active commutes’ and not drive for 1 week in comparative evaluation of observed vs. predicted behavior – Financial (Money / Cash Incentive $5) – Social Gift (Coffee / Juice) – Mixed Market and Social (Coffee value at $2) – Social / Cultural (Altruistic request to do something good for environment) • Hypothesis 1 (H1): The relationship between market and social incentives will be different. • Hypothesis 2 (H2): All things being equal, social norms will have the potential to create an equal or greater pull on willingness to change behavior. • Hypothesis 3 (H3): Including both monetary and social signals will lessen the effect of social / altruistic exchange and cause the incentive to be perceived as a market one. William Riggs, PhD // @billyriggs

18. –MARK TWAIN William Riggs, PhD // @billyriggs OUTCOMES

19. Market Not Always as Strong 30.1% 34.5% 13.3% 42.5% 69.9% 77.0% 74.3% 67.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Market High Social / Gift Mixed Market / Social Social / Cultural Percentage Success Failure

20. EXPERIMENT OUTCOMES • Hypothesis 1 (H1): Relationships between market and social incentives significantly different • Hypothesis 2 (H2): Social / non-financial norms significantly greater pull on willingness to change behavior. • Hypothesis 3 (H3): Including both monetary and social signals in incentives causes both to be less effective. William Riggs, PhD // @billyriggs

21. William Riggs, PhD // @billyriggs

22. William Riggs, PhD // @billyriggs

23. William Riggs, PhD // @billyriggs

24. William Riggs, PhD // @billyriggs

25.

26. William Riggs, PhD // @billyriggs CONTACT William Riggs PhD, AICP, LEED AP City & Regional Planning www.williamriggs.com wriggs@calpoly.edu 805.756.6317 Twitter // @billyriggs

Editor's Notes

ACTIVE WRITING STRATEGY -- what if anything motivates you walk drive or take transit?
…and they live in communities where, as you can see,everybody needs a car to get from one place to another.
- Comparatively, the Bay Area is leading the US in terms of both investigating and thinking about resilience, and adopting sustainable design strategies. - But, there are others who are exceeding us in reducing our 20 MTCO2 emission per person per annum,
But we haven’t been building nearly enough housing near our job centers. As a result, workers have to endure long commutes and use a lot of gas driving between their jobs and their houses…
- Comparatively, the Bay Area is leading the US in terms of both investigating and thinking about resilience, and adopting sustainable design strategies. - But, there are others who are exceeding us in reducing our 20 MTCO2 emission per person per annum,
…and they live in communities where, as you can see,everybody needs a car to get from one place to another.
Behavior the low hanging frut
By walking distance; Campus PTDM Master Plan inidcates spaces available All began with parking
At the same time we have seen a revolutions in new was that people can both 1) know and 2) respond to the environment
Behavior the low hanging frut
The first draft of anything is shit
Behavior the low hanging frut
Soft-sell for pledges: 20 sign-ups We had great turnout at the event and 22 people signed up to break the mode for custom trip planning assistance. We had about 5 onsite signups for the BearPass (I think that’s right but I didn’t get the final number from Devika). We also had a few cyclists and transit riders who saw or heard about the event from friends and expressed interest in the trip planning services -- so it could be that there is a lot of latent demand for help with trip planning (Note: we only invited those who were documented as parking in UHall during our surveys.)

TESTING SOCIAL NORMS AS AN INCENTIVE TO ACTIVE TRANSPORTION BEHAVIOR

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Editor's Notes