Influencing Travel Decisions using In-car Feedback

Ian T. Byrne, WS Atkins plc.
Margaret M. O'Mahony and Brian M. Broderick, Trinity College Dublin, Ireland

Keywords

Abstract

The level of private car usage continues to be one of the major problems in transportation. A reduction in private car use would provide many benefits including the alleviation of congested urban areas and a reduction in energy consumption and transport related pollution emissions. The paper examines one method of attemting to induce a reduction in urban private car use, based on the hypothesis that car owners do not correctly perceive the full cost of a car trip. Such a perception may lead ultimately to misallocation of resources and incorrect decisions relating to the provision of transport infrastructure. The objective of the research is to assess the potential of correcting the misperception by using a digital car meter, installed on the dashboard of a car, which displays on a real-time basis the cost of each trip.

Cost meter information on marginal trip cost and the effect of driving style was provided to a sample of drivers in a pilot-action project in Dublin. Befor and after data on the motorists' car trip decisions were collected and analysed. Findings included a significant reduction in car trips in the off-peak period but no significant reduction in time spent travelling, distance travelled and costs of driving as a result of the meter were evident. 40% of subjects when changing their vehicle at a larger stage opted for more fuel-efficient vehicled, as a result of their increased cost awareness brought about by the meter.