11. 1. Why ants don’t get into traffic jam?
2. Doing good or doing well
3. Do we make our own decision?
4. Mingle while traveling
11
Psychology of Cooperation
Intrinsic and Extrinsic Motivations
Social Norm and Peer Pressure
Transportation as Social Space
How is travel social?
15. 15
Santi, Paolo, et al 2013, Taxi pooling in New York City: a network-based
approach to social sharing problems
Santi, Paolo, et al 2014 Quantifying the benefits of vehicle pooling with
share-ability networks.
42. “I would rather cry in a BMW than
smile on your bike.” – Ma Nuo
Bicycle as Failure of Life
Bike is perceived as for
• the migrants
• the delivery men
• the students
• the poor
• …
43. Bicycle as a Symbol of Modernity
• Urban Elite
• Luxury
• Open
• Modern
44. Bicycle as a Symbol of Women Liberation
• Freedom
• Active
• Fashionabl
e
46. Historical Cycle of Attitudes Toward Bicycles
Early Adoption Steady Growth Rapid Growth Rapid Decline
1910-1949 1949-1978 1978-1990s 1990s-Now
Upper class
fancies
Upper middle
class goal
Average family
necessities
Failure of life
Revival
?
Active lifestyle
Pro-environ
Cool person
Cars in China
15 years ago
Cars in
North America
Cars in China
now
47. "A man who, beyond the age of 26, finds himself on a bus
can count himself a failure." – Lady Margaret Thatcher
1986
48. “No other man-made device since the shields and lances
of ancient knights fulfills a man’s ego like an automobile.”
—Lord Rootes
48
49. Car Pride:
Psychological Structure and
Behavioral Implications
Zhan Zhao and Jinhua Zhao (2016) Car Pride: Psychological Structure and Behavioral
Implications
50. I would own a car, even if I don't
need it to travel.
50
Yes,%51%%
No,%49%%
51. I feel proud of owning a car
51
0%#
10%#
20%#
30%#
40%#
50%#
Strongly#agree# Partially#agree# Neutral# Partially#disagree# Strongly#disagree#
52. 52
No
No
Identity-Goal Congruence
Having a Car (idea)
Symbolization
Identity-Goal Relevance
Yes
Yes
Yes
No
Negative Self-
Representation
Positive Self-
Representation
Process of Self-Representation
No Self-
Representation
(Car Neutral) (Car Shame) (Car Pride)
54. Is travel a mundane daily chore or
does it have a higher meaning attached to it?
54
Food, clothing, sheltering, traveling:
all have an element of utility and an element of vanity
55. Car Pride and AV
• Car pride exalts private ownership
• Hold back shared mode of AV deployment
55
56. Broader Impact on Policy
• Higher pride reduces price elasticity
–Undermining congestion charging
• Car restriction policy —> more exclusive
–Perverse behavioral response
56
62. Theory of Behavior Choice
62
Perceptions
Preferences
Process Choices
Memory
Information
Reality
Time and
Money
Constraints
Experiences
History (space and time)
Behavior
Affect
Sources: McFadden, Simon, Khaneman, Thaler, Tversky, Ariely,…
65. Re-design Subway Maps to Reduce
Crowding in the D.C. Metro
Zhan Guo, Jinhua Zhao, Chris Whong, Prachee Mishra, Lance Wyman
(2016) Redesigning Subway Map to Mitigate Bottleneck Congestion TR-A, under review
77. I feel proud of owning a car
77
0%#
10%#
20%#
30%#
40%#
50%#
Strongly#agree# Partially#agree# Neutral# Partially#disagree# Strongly#disagree#
78. LatentVariables: Psychometric Measurement
Indicator Statements
Personal Pride
Proud* I feel proud of owning a car
Self_esteem* Driving meets my self-esteem to some extent.
Achievement* I have a sense of accomplishment after buying a car
Social Pride
Image_fit* Using travel modes other than driving does not suit my personal image
Status* Car is a status symbol
Social_image* Having a car is connected with one’s social image
84. Two-Part Design
IAT + Survey
Travel Attributes
Sociodemographic
Characteristics
Social Status Bias
Measures
Likert
{CarPos, CarNeg,
BusPos, BusNeg}
85. 1. Is there a difference in the explicit and implicit
measures for social status bias for mode choice?
Implicit and explicit measures for social
status bias are largely independent
2. Which measure influences actual behavior
Mode choice model:
implicit (IAT) > explicit (Likert)
93. Jinhua Zhao
Massachusetts Institute of Technology
Emotional Travel
Role of Social Psychology in Shaping Mobility Decisions
MITEI Mobility of the Future Workshop