Pricing as a tool to influence behaviour: Behavioral change workshop, IEEE ITSC 2017

The most effective way an intelligent transportation system can interact with travellers and modify behaviour is through price. The question is “Can an ITS use data generated from historic and current travel activity to generate and communicate a price to the traveller that will influence travel behaviour in a way that promotes sustainable transportation behaviours and decisions? (ie reduces congestion)”. Economists have known what to do about congestion for half a century, but only now is the technology available with which such solutions could be implemented.