Breaking the Habit Research Streams Randy Salzman TDM Research and Consulting.

Breaking Breaking thethe Habit HabitResearch StreamsResearch Streams

Randy SalzmanRandy SalzmanTDM Research and ConsultingTDM Research and Consulting

Why?Why?

Congestion ExternalityCongestion Externality• In US, 226 million vehiclesIn US, 226 million vehicles• Over 3.7 billion hours of Over 3.7 billion hours of

travel delay and 2.3 billion travel delay and 2.3 billion gallons of wasted fuel gallons of wasted fuel annually in congestionannually in congestion

• Cost… $63 billion in 2003Cost… $63 billion in 2003• Congestion delayed travelers Congestion delayed travelers

79 million more hours and 79 million more hours and wasted 69 million more wasted 69 million more gallons of fuel in 2003 than gallons of fuel in 2003 than in 2002in 2002

• Individual drivers spent three Individual drivers spent three times as much time stuck in times as much time stuck in traffic in 2003 – an average traffic in 2003 – an average 47 hours – than 1983.47 hours – than 1983.

Texas Transportation Institute, 2005Texas Transportation Institute, 2005

Why?Why? Global Warming ExternalityGlobal Warming Externality

Transportation causes 33 percent of US COTransportation causes 33 percent of US CO22 emissions – 1,959 million metric tons; the emissions – 1,959 million metric tons; the largest single amount in economy – while largest single amount in economy – while producing 11 percent GDPproducing 11 percent GDP

• C0C022 emissions to GDP fell 23 percent since emissions to GDP fell 23 percent since 1990 due to drops in industrial and commercial 1990 due to drops in industrial and commercial emissions amid overall economic gainsemissions amid overall economic gains

• U.S. vehicle miles traveled are increasing over U.S. vehicle miles traveled are increasing over two percent annually and as much as 6.2 two percent annually and as much as 6.2 percent, erasing those industrial/commercial percent, erasing those industrial/commercial C0C02 2 gainsgains

• Americans drive 2.9 trillion miles/year in 411 Americans drive 2.9 trillion miles/year in 411 billion car trips, 87 percent alonebillion car trips, 87 percent alone

US-DOT, US-EIA, US-DOCUS-DOT, US-EIA, US-DOC

Why?Why? Foreign Policy ExternalityForeign Policy Externality

• Americans drive 2.9 trillion miles/year in Americans drive 2.9 trillion miles/year in 411 billion car trips, 87 percent alone 411 billion car trips, 87 percent alone

• 70 percent of 19 million oil barrels/day 70 percent of 19 million oil barrels/day into fuel tanks. 163 billion gas/diesel into fuel tanks. 163 billion gas/diesel gallons annually in carsgallons annually in cars

• 63 percent of oil imported (12.2 million 63 percent of oil imported (12.2 million barrels daily)barrels daily)

• $251 billion annually to import oil. $251 billion annually to import oil. Largest $ amount in US trade deficitLargest $ amount in US trade deficit

US-DOT, US-EIA, US-DOCUS-DOT, US-EIA, US-DOC

Why?Why?

Foreign Policy Foreign Policy ExternalityExternalityUS – US – 2.7 %2.7 % of world’s oil of world’s oil

reserves, reserves, 5 %5 % of population, of population, uses uses 26 %26 % of world’s oil of world’s oil (USGS)(USGS)

• Much oil from countries Much oil from countries who don’t like Americawho don’t like America

• 9 of 11 OPEC nations 9 of 11 OPEC nations are Islamic. Two major are Islamic. Two major exporters, Iran and exporters, Iran and Venezuela, angry at US, Venezuela, angry at US, w/Nigeria in civil warw/Nigeria in civil war

• 2 in 3 barrels of proven 2 in 3 barrels of proven oil in Persian Gulf statesoil in Persian Gulf states

Why?Why? Foreign Policy Foreign Policy

ExternalityExternality• Past 30 years, US engaged in “petrol-Past 30 years, US engaged in “petrol-imperialism”imperialism”

• US “puts up a democratic façade, US “puts up a democratic façade, emphasizes freedom of the seas (or emphasizes freedom of the seas (or pipeline routes) and seeks to secure, pipeline routes) and seeks to secure, protect, drill and ship oil”protect, drill and ship oil”

• US military become “global oil protection US military become “global oil protection force”force”

Kevin Phillips, “American Theocracy”Kevin Phillips, “American Theocracy”

• Three in four worldwide call US in Iraq Three in four worldwide call US in Iraq “blood for oil” in 2002 survey of 33,000“blood for oil” in 2002 survey of 33,000

Pew Charitable Trust, 2003Pew Charitable Trust, 2003

Why?Why?

We Have No ChoiceWe Have No Choice““There’s really no doubt we’re going to There’s really no doubt we’re going to

have to change our habits. We’re going to have to change our habits. We’re going to have to design our cities differently. We’re have to design our cities differently. We’re going to need greater population densities going to need greater population densities and more public transportation.and more public transportation.

““We could be in deep trouble as a social We could be in deep trouble as a social system. How do we achieve fairness when system. How do we achieve fairness when the gridlock between rich and poor already the gridlock between rich and poor already stops us from having an energy policy.”stops us from having an energy policy.”

“We could see democracy entering its death throes.”

Charles Maxwell, the energy guru often called “the dean of energy analysts”

Driving Reasoning Isn’t Driving Reasoning Isn’t RationalRational

Global WarmingGlobal Warming

PollutionPollution

CongestionCongestion

Health IssuesHealth Issues

Foreign Policy Foreign Policy ConcernsConcerns

SafetySafety

Space and Land UseSpace and Land Use

ParkingParking

YetYet

TDM arguments are rational and long-TDM arguments are rational and long-termterm

With facts and figures, With facts and figures, we emphasizewe emphasize

Rationality doesn’t workRationality doesn’t work

We often forgetWe often forget

• Few want less in Few want less in lifelife

• We can’t quite We can’t quite change EVEN our change EVEN our lifestyleslifestyles

• How, then, can we How, then, can we address the world?address the world?

My ‘Rides’My ‘Rides’

• Brutus and BlancheBrutus and Blanche• ““Rides” are more than Rides” are more than

transportationtransportation• ““Smug Front”Smug Front”• CAFÉ & “rebound CAFÉ & “rebound

effect”effect”

“Transport is not simply about physical movements, it is about money, time, effort, comfort, safety, reliability, habit, addiction and culture.”

Transport in Transition, by Stephen Peake

My Favorite ‘Ride’My Favorite ‘Ride’

For 30 years, I’ve been promoting bicycle For 30 years, I’ve been promoting bicycle commutingcommuting

with logical, rational argumentswith logical, rational argumentsand for 30 years I’ve been failing…and for 30 years I’ve been failing…

Why Failing?Why Failing?

Some of the responses…Some of the responses…

• ““My children need to get safely to My children need to get safely to school”school”

• ““It’s not my job to tell our employees It’s not my job to tell our employees how to get to work”how to get to work”

• ““Where will I put my make-up on?”Where will I put my make-up on?”• ““Aren’t you scared?”Aren’t you scared?”

Rationality?Rationality?

• Rational answers to those and other Rational answers to those and other responses are ineffectualresponses are ineffectual

• Rational, fact-filled arguments bore Rational, fact-filled arguments bore peoplepeople

• Cause ‘cognitive dissonance’Cause ‘cognitive dissonance’In the U.S. federal system, rational analysis is ‘a’ factor in only 12 percent of governmental votes…

The World of the Policy Analyst, 1992

Best Description of Best Description of Democratic Political Democratic Political

LeadershipLeadership• ““See which way the parade is going and get in See which way the parade is going and get in

front…”front…”

• Media directs the parade…BUTMedia directs the parade…BUT1. Editors/publishers/bloggers/broadcasters 1. Editors/publishers/bloggers/broadcasters

are driversare drivers2. Auto lobby spends advertising dollars2. Auto lobby spends advertising dollars3. Readers/listeners want simple, digestible 3. Readers/listeners want simple, digestible

storiesstories4. Our arguments are long, upsetting, 4. Our arguments are long, upsetting,

complexcomplex5. And don’t come with ad dollars5. And don’t come with ad dollars

Gov’t/media is MORE Gov’t/media is MORE rational…rational…

• The economic concept of the The economic concept of the ‘rational consumer’ does not ‘rational consumer’ does not exist…exist…

• Advertisers seek the child Advertisers seek the child market because, once hooked, market because, once hooked, he or she rarely changes he or she rarely changes brands…brands…

• He or she “sees” more He or she “sees” more advertising AFTER buying…advertising AFTER buying…

• He or she does not want to hear He or she does not want to hear bad news…bad news…

• He or she has been taught since He or she has been taught since birth that “buying equals birth that “buying equals happiness”…happiness”…

• He or she has learned to expect He or she has learned to expect “instant gratification”…“instant gratification”…

• He or she likes simplicity, not He or she likes simplicity, not complexity…complexity…

Hmmm…Hmmm…

• We’re talking about individual behavioral We’re talking about individual behavioral change…change…

……on a massive scaleon a massive scale

……in the short termin the short term

……almost without governmental supportalmost without governmental support

……in cultures which prize individualityin cultures which prize individuality

……with little in the way of substitutionswith little in the way of substitutions

……which generally require decades to buildwhich generally require decades to build

Still, we better try…Still, we better try…

““We could be in deep trouble as a social We could be in deep trouble as a social system…system…

““We could see democracy entering its We could see democracy entering its death throes.”death throes.”

Most analysts say the West has about 10 Most analysts say the West has about 10 years to alter our oil consumption years to alter our oil consumption significantly before Peak Oil and Global significantly before Peak Oil and Global Warming overwhelm our economies…Warming overwhelm our economies…

And perhaps destroy our planet…And perhaps destroy our planet…

So how to change So how to change behaviorbehavior

• Push methods (Sticks): Command and Push methods (Sticks): Command and ControlControl

1. Higher gasoline taxes 1. Higher gasoline taxes

2. London’s congestion charge2. London’s congestion charge

3. Higher parking charges3. Higher parking charges

4. Higher vehicle registration fees4. Higher vehicle registration fees

5. Key the paint jobs on all 5. Key the paint jobs on all Hummers… Hummers…

So how to change So how to change behaviorbehavior

• Pull methods (Carrots)Pull methods (Carrots)

1. Education – like Travel 1. Education – like Travel Awareness programsAwareness programs

2. Enticements to try 2. Enticements to try alternativesalternatives

3. Strong leadership3. Strong leadership

4. Subsidies4. Subsidies

5. Cash-out parking5. Cash-out parking

TDM proponents have beenTDM proponents have been

Expecting a MiracleExpecting a Miracle• Saul at Damascus is a miracle Saul at Damascus is a miracle

because instantaneous behavioral because instantaneous behavioral change DOES NOT happenchange DOES NOT happen

• Individuals do not hear one Individuals do not hear one argument, one time and change their argument, one time and change their minds, much less their behaviorminds, much less their behavior

• Behavioral change, instead, is a long, Behavioral change, instead, is a long, complicated, variable process unique complicated, variable process unique to each individualto each individual

Self-Determination Self-Determination TheoryTheory

• ““To be autonomously motivated involves feeling a To be autonomously motivated involves feeling a sense of choice and volition as a person fully sense of choice and volition as a person fully endorses his or her own actions.”endorses his or her own actions.”

Richard Ryan, “Psychological Needs and the Facilitation of Integrative Processes,1995Richard Ryan, “Psychological Needs and the Facilitation of Integrative Processes,1995

• ““Autonomous choice requires a decision that is Autonomous choice requires a decision that is accompanied by the experience of endorsement accompanied by the experience of endorsement and willingness.”and willingness.”

Moller, Ryan & Deci, “Self-Determination Theory and Public Policy,” 2006Moller, Ryan & Deci, “Self-Determination Theory and Public Policy,” 2006

Autonomous choosers often become additionalAutonomous choosers often become additional

““mavens,” and “salesmen”mavens,” and “salesmen”

to move society TO/FROM the necessaryto move society TO/FROM the necessary

sustainable tipping pointsustainable tipping point

Intrinsic vs Extrinsic Intrinsic vs Extrinsic MotivationMotivation

Autonomy vs ControlAutonomy vs Control• Doing because it’s Doing because it’s

interesting, fun, interesting, fun, satisfying, enjoyablesatisfying, enjoyable

• No coercionNo coercion• Satisfies our basic Satisfies our basic

psychological needspsychological needs• Helps personal Helps personal

growth and growth and affirmationaffirmation

• Pull methodsPull methods

• Doing due to Doing due to pressure, cost, to pressure, cost, to forestall a forestall a punishment, achieve punishment, achieve an outer-directed an outer-directed goalgoal

• To illustrate to othersTo illustrate to others• Drives wealth, fame Drives wealth, fame

and image-and image-consciousnessconsciousness

• Push methods Push methods

Intrinsic & Extrinsic Intrinsic & Extrinsic MotivationMotivation

Autonomy vs ControlAutonomy vs Control

• Autonomy-supportive policies provide meaningful Autonomy-supportive policies provide meaningful information, not intended to frighten or pressureinformation, not intended to frighten or pressure

• Autonomy-supportive communications illustrate Autonomy-supportive communications illustrate what is right for “them” – the audiencewhat is right for “them” – the audience

• Autonomous actions are internalized, maintained Autonomous actions are internalized, maintained over timeover time

• And, again, the “thems” can become the “us’s”And, again, the “thems” can become the “us’s”



• Endangered Species: “Shoot, shovel and shut-up” Endangered Species: “Shoot, shovel and shut-up” • London: Booming market in fake license platesLondon: Booming market in fake license plates• Washington, D.C. Ebay market in free transit passesWashington, D.C. Ebay market in free transit passes• Speed bumps less effective than rumple strips Speed bumps less effective than rumple strips


Autonomy vs ControlAutonomy vs Control• One third of car drivers indicated desire One third of car drivers indicated desire

to reduce driving, but only 7 percent to reduce driving, but only 7 percent thought likelythought likely

Stradling, Meadows & Beatty, “Helping drivers out of their cars.” 2000Stradling, Meadows & Beatty, “Helping drivers out of their cars.” 2000

• Gain “mastery, self esteem, autonomy, Gain “mastery, self esteem, autonomy, protection and prestige” through carprotection and prestige” through car

Ellaway, Macintyre, Hiscock, Kearns, “In the driving seat.” 2003Ellaway, Macintyre, Hiscock, Kearns, “In the driving seat.” 2003

• After repeated drive choice, driving After repeated drive choice, driving more frequent EVEN if easy walk more frequent EVEN if easy walk distancedistance

Garling, Fujii and Boe, “Empirical tests of determinants of script-based driving choice.” 2001Garling, Fujii and Boe, “Empirical tests of determinants of script-based driving choice.” 2001


Autonomy vs ControlAutonomy vs Control““Owning car gives me freedom”Owning car gives me freedom”

OrOr

“ “Owning car is a significant burden”Owning car is a significant burden”

Only two people – statistically Only two people – statistically insignificant –insignificant –

agree solely with “significant agree solely with “significant burden”burden”

Handy, Weston, Mokhtarian, “Driving by choice or necessity,” 2005Handy, Weston, Mokhtarian, “Driving by choice or necessity,” 2005

Agree with first

Two-thirds

Agree with both

One-third

• Individual behavior change does Individual behavior change does occur with learning over timeoccur with learning over time

Richards, “Turning intelligence into effective action,” 2004Richards, “Turning intelligence into effective action,” 2004

• Short-term car-use behavioral change Short-term car-use behavioral change can occur EVEN if attitudinal change can occur EVEN if attitudinal change doesn’tdoesn’t

Garvill, Marell, Nordlund, “Effects of increased awareness on choice of travel mode,” 2003Garvill, Marell, Nordlund, “Effects of increased awareness on choice of travel mode,” 2003

• Some short-term auto usage change Some short-term auto usage change holds over if change in environmentholds over if change in environmentFujii, Garling, Kitamura, “Changes in Drivers’ Perceptions and Use of Public Transport During Freeway Closure,” 2001. Fujii, Garling, Kitamura, “Changes in Drivers’ Perceptions and Use of Public Transport During Freeway Closure,” 2001.




Autonomy vs ControlAutonomy vs ControlPositive newsPositive news

In the world’s worst driving cityIn the world’s worst driving cityAtlanta, Georgia, USAAtlanta, Georgia, USA

Henry & Gordon, “Driving less for better air,” 2003Henry & Gordon, “Driving less for better air,” 2003

Ozone Alerts reduce

individual driving

Down 3.6 mile/day

Reduce it ‘significantly’ if

employer program

Down 11.6 mile/day

Behavioral Change Behavioral Change ModelModel

• Upstream – before become drivers – works best Upstream – before become drivers – works best but “car as freedom” in teen years countersbut “car as freedom” in teen years counters

• Works better along with contextual/environmental Works better along with contextual/environmental change – like moving, like gas/park price hikechange – like moving, like gas/park price hike

• Providing options/incentives – but not too many – Providing options/incentives – but not too many – allows autonomy with subtle extrinsic motivationallows autonomy with subtle extrinsic motivation

Since 1990, Cornell University in NYSince 1990, Cornell University in NYhas pushed and pulled and sang the praises of TDMhas pushed and pulled and sang the praises of TDM

And today has 52 percent of employees arriving on And today has 52 percent of employees arriving on alternative transportalternative transport

Student parking permits halved in six years and 26 percent Student parking permits halved in six years and 26 percent now have purchased transit passesnow have purchased transit passes

Behavioral Change ModelBehavioral Change Model“Seven Stages of Change”“Seven Stages of Change”

1. Awareness of Problem1. Awareness of ProblemIssues of automobile externalities, like congestion, global warming, foreign policyIssues of automobile externalities, like congestion, global warming, foreign policy

2. Accepting Responsibility (“We have met the enemy and he is us!”)“We have met the enemy and he is us!”)Understanding the personal, corporate, organizational relevanceUnderstanding the personal, corporate, organizational relevance

3. Perception of Options3. Perception of OptionsRecognize that there are other methods of transportRecognize that there are other methods of transport

4. Evaluation of Options4. Evaluation of OptionsConsider if one or more option is viableConsider if one or more option is viable

5. Making a Choice5. Making a ChoiceTruly desire to modify own behaviorTruly desire to modify own behavior

6. Experimental Behavior6. Experimental BehaviorGetting out and trying that choiceGetting out and trying that choice

7. Habitual Behavior7. Habitual BehaviorAdopting for long-termAdopting for long-term

““Seven Stages of Seven Stages of Change”Change”

To affect consumer in stages…To affect consumer in stages…1. Awareness of Problem1. Awareness of Problem2. Accepting Responsibility2. Accepting Responsibility

Whenever individual Whenever individual moves from one moves from one stage to next…stage to next…

Provide positive Provide positive feedbackfeedback

““Thanks for becoming part of the Thanks for becoming part of the solution”solution”

• Public Info/Media Public Info/Media CoverageCoverage

• Seek Small GroupsSeek Small Groups• Reiterate Reiterate

ExternalitiesExternalities• Reiterate Specific Reiterate Specific

FactsFacts• Tell Positive Stories Tell Positive Stories • Accept DefensivenessAccept Defensiveness• Distance from Distance from

ArgumentsArguments


To affect consumer in stages…To affect consumer in stages…3. Evaluation of Options3. Evaluation of Options4. Making a Choice4. Making a Choice


Provide positive Provide positive feedbackfeedback

““Good thinking. For all options, you Good thinking. For all options, you know there’s a guaranteed ride know there’s a guaranteed ride home, right?”home, right?”

• Target “Leaners”Target “Leaners”• Personalized MarketingPersonalized Marketing• Focus on Journey TypeFocus on Journey Type• Bypass DefensivenessBypass Defensiveness• Address Disincentives Address Disincentives

to Changeto Change• Provide Incentives to Provide Incentives to

TryTry• Emphasize: “Doing Emphasize: “Doing

what’s right”what’s right”• Keep Press DistantKeep Press Distant


To affect consumer in stages…To affect consumer in stages…5. Making a Choice5. Making a Choice6. Experimental Behavior6. Experimental Behavior7. Habitual Behavior7. Habitual Behavior


Provide positive Provide positive feedback:feedback:

““I can’t wait to see you in six months. I can’t wait to see you in six months. Everybody’s healthier and happier.”Everybody’s healthier and happier.”

• Focus on Type of JourneyFocus on Type of Journey• Solve DisincentivesSolve Disincentives• Illustrate Positive Illustrate Positive

Personal EffectsPersonal Effects• Encourage DefensivenessEncourage Defensiveness• Ask for FeedbackAsk for Feedback• Use as Example for Use as Example for

Media, Internal CoverageMedia, Internal Coverage• Ask for Support and Ask for Support and

PromotionPromotion

Understand the IndividualUnderstand the IndividualAll of Us Have…All of Us Have…

• Opinions and AttitudesOpinions and Attitudes -- most of which support -- most of which support our behavior, including auto behavior…our behavior, including auto behavior…

• Avoid Cognitive DissonanceAvoid Cognitive Dissonance – we shut down when – we shut down when faced with fact that our actions don’t match who we faced with fact that our actions don’t match who we claim to be…claim to be…

• Latitudes of AcceptanceLatitudes of Acceptance – areas around given – areas around given attitudes in which we’ll accept counter opinions. attitudes in which we’ll accept counter opinions. Stay inside LAT… Stay inside LAT…

• And gradually move it…rather than the attitudeAnd gradually move it…rather than the attitudeMeMe – I won’t accept that my van, Brutus, is evil but I will accept – I won’t accept that my van, Brutus, is evil but I will accept

that how I use him MIGHT bethat how I use him MIGHT beMy BelovedMy Beloved – She won’t accept that she should sweat at work – She won’t accept that she should sweat at work

but she will accept that she MIGHT take a shower at workbut she will accept that she MIGHT take a shower at work

Americans Must Change Americans Must Change BehaviorBehavior

Remember…Remember…““We could be in deep trouble as a social system…We could be in deep trouble as a social system…““We could see democracy entering its death We could see democracy entering its death

throes.”throes.”

And Remember…And Remember…

Most analysts say the West has about 10 Most analysts say the West has about 10 years to alter our oil consumption years to alter our oil consumption significantly before Peak Oil and Global significantly before Peak Oil and Global Warming overwhelm our economies…Warming overwhelm our economies…


TDM – ProtoType PlanTDM – ProtoType Plan

• Employer BasedEmployer Based1. Save on Parking1. Save on Parking

2. Save on Health Care2. Save on Health Care

• Utilizes Social Marketing (Guilt)Utilizes Social Marketing (Guilt)• Utilizes Individualized MarketingUtilizes Individualized Marketing• Underscored by extensive Underscored by extensive

communication, marketing, behavioral communication, marketing, behavioral change and consumer behavior datachange and consumer behavior data

• Utilizes “Carrots, sticks AND Utilizes “Carrots, sticks AND tambourines”tambourines”

TDM – ProtoType PlanTDM – ProtoType Plan“Think Globally, Act Locally”“Think Globally, Act Locally”

• Discuss auto externality issues w/staff at monthly Discuss auto externality issues w/staff at monthly department/division meetings for 1 year. department/division meetings for 1 year. Socially Socially marketmarket externalities in short, five-to-10 minute segments externalities in short, five-to-10 minute segments (one externality each meeting) led by “know-nothing” (one externality each meeting) led by “know-nothing” upper managementupper management

1. Illustrates that management behind “right 1. Illustrates that management behind “right thing.” thing.” Upper management follows short basic scriptUpper management follows short basic script

2. Allows “framing” of discussion. 2. Allows “framing” of discussion. Max 10 slides allows Max 10 slides allows advocate to direct information flowadvocate to direct information flow

3. Eliminates off-message questions. 3. Eliminates off-message questions. Keeps meeting short Keeps meeting short for department’s benefitfor department’s benefit

4. Allows monthly reiteration of same, simple “right 4. Allows monthly reiteration of same, simple “right thing” message in context. thing” message in context. “The company cares. Hope you do too”“The company cares. Hope you do too”

5. Reinforces “changers.” 5. Reinforces “changers.” Helps assure them they made right Helps assure them they made right decisiondecision

Social ProtoTypeSocial ProtoType Health Externality Health Externality

Discussion Discussion Maximum: 10 slidesMaximum: 10 slides

The greatest potential for The greatest potential for organizational health organizational health benefits accrue if sedentary benefits accrue if sedentary adults become moderately adults become moderately active on regular basisactive on regular basis

• Like walk to transit stop Like walk to transit stop dailydaily

• Or active daily Or active daily transportationtransportation

• Business: Every $ spent on Business: Every $ spent on fitness returns $3.15 in health fitness returns $3.15 in health benefits alonebenefits alone

• Doctors prescribe walksDoctors prescribe walks• Some employers pay bonus for Some employers pay bonus for

fitnessfitness


• Monthly ask employees following externality Monthly ask employees following externality discussion if want more info or consider discussion if want more info or consider another transportation mode. Sign each up for another transportation mode. Sign each up for dialogue marketingdialogue marketing

1. Allows work with only employees 1. Allows work with only employees beyond Stage 1 and, therefore, more likely to beyond Stage 1 and, therefore, more likely to address habit while building all toward Stage 2address habit while building all toward Stage 2

2. Allows bypass/isolation of advocates for 2. Allows bypass/isolation of advocates for auto lobbyauto lobby

3. Builds towards individual and 3. Builds towards individual and corporate “tipping point”corporate “tipping point”

4. Very similar to WA’s ‘TravelSmart’ 4. Very similar to WA’s ‘TravelSmart’


• Have knowledgeable advocate Have knowledgeable advocate individually individually marketmarket that employee with data and rewards for that employee with data and rewards for attempting other commute styles. Likely require attempting other commute styles. Likely require several individual meetings.several individual meetings.

• Again, very similar to Western Australia’s Again, very similar to Western Australia’s successful “TravelSmart” program.successful “TravelSmart” program.

1. About 50 percent of called households refuse to hear more1. About 50 percent of called households refuse to hear more2. Still so effective that 135,000 families targeted this year2. Still so effective that 135,000 families targeted this year3. Cost: $50 per household3. Cost: $50 per household

• With With social marketingsocial marketing, moves the mass as well , moves the mass as well as the “low hanging fruit.” as the “low hanging fruit.”

TDM-ProtoTypeTDM-ProtoType

Individualized MarketingIndividualized Marketing

• Discover commute needsDiscover commute needs• Show options: Hike, bike, car-van pool, Show options: Hike, bike, car-van pool,

transittransitBus schedule from nearest stop; Perhaps free passBus schedule from nearest stop; Perhaps free passBike shop discountsBike shop discountsNearby employees working similar hoursNearby employees working similar hours

• Emphasize guaranteed ride home Emphasize guaranteed ride home programprogram

• Emphasize flex car possibilitiesEmphasize flex car possibilities• Solve other disincentivesSolve other disincentives

TDM – ProtoType PlanTDM – ProtoType Plan Individualized MarketingIndividualized Marketing

• In each company department, train In each company department, train “first commute changers” to become “first commute changers” to become individualized marketersindividualized marketers

1. As known entities, they become living proof1. As known entities, they become living proof

2. And can be compensated for cash-out parking2. And can be compensated for cash-out parking

• Constantly connect driving Constantly connect driving externalities to media articlesexternalities to media articles

• Illustrates personal rewards of those Illustrates personal rewards of those changerschangers

1. Women lose weight1. Women lose weight

2. Men save money2. Men save money

TDM – Prototype ProgramTDM – Prototype ProgramEffectsEffects

• Combines social & individualized marketingCombines social & individualized marketing• Utilizes effective communications, marketing, consumer Utilizes effective communications, marketing, consumer

behavior, behavioral change and leadership research behavior, behavioral change and leadership research datadata

• Will generate hard fact, not stated preference, data Will generate hard fact, not stated preference, data (Guaranteed ride home sign up; park charge removal (Guaranteed ride home sign up; park charge removal from pay check)from pay check)

• Can then devise program aimed beyond individual work Can then devise program aimed beyond individual work place place

• Can get positive press as “sustainable corporation” and Can get positive press as “sustainable corporation” and “niche” marketing“niche” marketing

• Convinces autonomous decision makers to aid in the Convinces autonomous decision makers to aid in the promotion of TDMpromotion of TDM

• Aids “carry-over” into other aspects of sustainabilityAids “carry-over” into other aspects of sustainability• Reinforces “right” decision before, during, after the factReinforces “right” decision before, during, after the fact

TDM Research StreamsTDM Research Streams• Which externality discussion causes what Which externality discussion causes what

demo/psychographic of consumer to move along demo/psychographic of consumer to move along ladder of behavioral changeladder of behavioral change

• Which incentive causes what consumer to Which incentive causes what consumer to experiment with new behaviorexperiment with new behavior

• What amount of reinforcement is necessary to seal What amount of reinforcement is necessary to seal habitual changehabitual change

• How does alternative transportation effect public How does alternative transportation effect public healthhealth

• What effect does personal leadership have on What effect does personal leadership have on consumer behaviorconsumer behavior

• What are the effects of the number and types of What are the effects of the number and types of communicationscommunications

• Toward a better model for transportation Toward a better model for transportation improvements (4-step and Transim)improvements (4-step and Transim)

In the End,In the End,

We Must Produce This We Must Produce This Research…Research…

““We could be in deep trouble as a social We could be in deep trouble as a social system…”system…”

““We could see democracy entering its death We could see democracy entering its death throes.”throes.”

AgainAgain

Most analysts say the West has about 10 years to Most analysts say the West has about 10 years to alter our oil consumption significantly before Peak alter our oil consumption significantly before Peak Oil and Global Warming overwhelm our Oil and Global Warming overwhelm our economies…economies…


Stop Pleading, DemandingStop Pleading, Demanding

Research Educational Research Educational PotentialPotential

Breaking Breaking

The The

HabitHabit

Randy SalzmanRandy SalzmanTDM Research & TDM Research &

ConsultingConsulting

[email protected]@rocketmail.comUS 434-987-2754US 434-987-2754

434-979-3982434-979-3982

Breaking the Habit Research Streams Randy Salzman TDM Research and Consulting.

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Transcript of Breaking the Habit Research Streams Randy Salzman TDM Research and Consulting.