Influence of Message-Based Nudges on Travel Choices on Express Lanes

This research examined informational nudges delivered as messages for their ability to affect traveler choices on freeways with express lanes (ELs) as well as characteristics of travelers that may indicate a greater or lesser proclivity to take action based on those nudges. The message-based nudges focused on travel times, travel speeds, and their variability on both the ELs and the general-purpose lanes (GPLs). Travelers’ standard sociodemographic characteristics (such as age and income) along with psychological characteristics (individual differences) hypothesized to influence EL choice (e.g., risk tolerance, need for cognitive closure [NFCC]) were examined. Participant’s ranking of the messages revealed that travel time-related messages were more influential than the speed-related messages in lane choice. In addition, prospective messages concerning potential future travel were more effective than retrospective messages. This study also demonstrated that the factors influencing decisions varied between different groups of people, with congestion and price being more critical for travelers who often make conscious decisions on which lanes to use. The study also identified conscientiousness, maximization, and NFCC as important indicators of lane choice behavior. Understanding these factors can help in framing effective nudges for travelers facing lane choice decisions, including delivering messages that make travelers more likely to consider their travel choices.