Franssens Samuel, Botchway Ebo, de Swart Willie, Dewitte Siegfried
Rennes School of Business, Rennes, France.
KU Leuven, Leuven, Belgium.
Front Psychol. 2021 Mar 11;12:633865. doi: 10.3389/fpsyg.2021.633865. eCollection 2021.
A large-scale field experiment in Rotterdam, Netherlands, tested whether nudging could increase public transport use. During one work week, 4000 commuters on six bus lines, received a free travel card holder. On the three bus lines in the experimental condition, the card holders displayed a social label that branded bus passengers as sustainable travelers because of their bus use. On the three bus lines in the control condition, there was no such message on the card holders. Analysis of the number of rides per hour showed that the intervention led to a change from pre-intervention (619 days) to post-intervention period (176 days) that was estimated to be 1.18 rides per day greater on experimental lines than on control lines. This experiment shows that public transport operators can increase public transport use by incorporating messages that positively label passengers as sustainable travelers in their communication strategies.
在荷兰鹿特丹进行的一项大规模实地实验，测试了助推措施是否能增加公共交通的使用率。在一个工作周内，六条公交线路上的4000名通勤者收到了一个免费的公交卡套。在处于实验条件的三条公交线路上，卡套上展示了一个社会标签，将乘坐公交车的乘客标记为可持续出行者，因为他们选择乘坐公交车出行。在处于对照条件的三条公交线路上，卡套上没有这样的信息。对每小时乘车次数的分析表明，干预措施导致从干预前（619天）到干预后期间（176天），实验线路上每天的乘车次数估计比对照线路多1.18次。该实验表明，公共交通运营商可以通过在其沟通策略中纳入积极将乘客标记为可持续出行者的信息，来提高公共交通的使用率。
