Smarter Choices

Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'

S. Cairns, L. Sloman, C. Newson, J. Anable, A. Kirkbride, P. Goodwin

Research output: Contribution to journalArticle

136 Citations (Scopus)
6 Downloads (Pure)

Abstract

In recent years, there has been growing interest in a range of transport policy initiatives which are designed to influence people’s travel behaviour away from single-occupancy car use and towards more benign and efficient options, through a combination of marketing, information, incentives and tailored new services. In transport policy discussions, these are now widely described as ‘soft’ factor interventions or ‘smarter choice’ measures or ‘mobility management’ tools. In 2004, the UK Department for Transport commissioned a major study to examine whether large scale programmes of these measures could potentially deliver substantial cuts in car use. The purpose of this paper is to clarify the approach taken in the study, the types of evidence reviewed and the overall conclusions reached. In summary, the results suggested that, within approximately 10 years, smarter choice measures have the potential to reduce national traffic levels by about 11%, with reductions of up to 21% in peak period urban traffic. Moreover, they represent relatively good value for money, with schemes potentially generating benefit: cost ratios which are in excess of 10:1. The central conclusion of the study was that such measures could play a very significant role in addressing traffic, given the right support and policy context.
Original languageEnglish
Pages (from-to)593-618
Number of pages26
JournalTransport Reviews
Volume28
Issue number5
DOIs
Publication statusPublished - Sep 2008

Fingerprint

Railroad cars
traffic
mobility management
Marketing
travel behavior
marketing
incentive
Costs
costs
evidence

Cite this

Cairns, S., Sloman, L., Newson, C., Anable, J., Kirkbride, A., & Goodwin, P. (2008). Smarter Choices: Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'. Transport Reviews, 28(5), 593-618. https://doi.org/10.1080/01441640801892504

Smarter Choices : Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'. / Cairns, S.; Sloman, L.; Newson, C.; Anable, J.; Kirkbride, A.; Goodwin, P.

In: Transport Reviews, Vol. 28, No. 5, 09.2008, p. 593-618.

Research output: Contribution to journalArticle

Cairns, S, Sloman, L, Newson, C, Anable, J, Kirkbride, A & Goodwin, P 2008, 'Smarter Choices: Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'', Transport Reviews, vol. 28, no. 5, pp. 593-618. https://doi.org/10.1080/01441640801892504
Cairns, S. ; Sloman, L. ; Newson, C. ; Anable, J. ; Kirkbride, A. ; Goodwin, P. / Smarter Choices : Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'. In: Transport Reviews. 2008 ; Vol. 28, No. 5. pp. 593-618.
@article{41d40d8f13d04501a43723b152a646fc,
title = "Smarter Choices: Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'",
abstract = "In recent years, there has been growing interest in a range of transport policy initiatives which are designed to influence people’s travel behaviour away from single-occupancy car use and towards more benign and efficient options, through a combination of marketing, information, incentives and tailored new services. In transport policy discussions, these are now widely described as ‘soft’ factor interventions or ‘smarter choice’ measures or ‘mobility management’ tools. In 2004, the UK Department for Transport commissioned a major study to examine whether large scale programmes of these measures could potentially deliver substantial cuts in car use. The purpose of this paper is to clarify the approach taken in the study, the types of evidence reviewed and the overall conclusions reached. In summary, the results suggested that, within approximately 10 years, smarter choice measures have the potential to reduce national traffic levels by about 11{\%}, with reductions of up to 21{\%} in peak period urban traffic. Moreover, they represent relatively good value for money, with schemes potentially generating benefit: cost ratios which are in excess of 10:1. The central conclusion of the study was that such measures could play a very significant role in addressing traffic, given the right support and policy context.",
author = "S. Cairns and L. Sloman and C. Newson and J. Anable and A. Kirkbride and P. Goodwin",
year = "2008",
month = "9",
doi = "10.1080/01441640801892504",
language = "English",
volume = "28",
pages = "593--618",
journal = "Transport Reviews",
issn = "0144-1647",
publisher = "Routledge",
number = "5",

}

TY - JOUR

T1 - Smarter Choices

T2 - Assessing the Potential to Achieve Traffic Reduction Using 'Soft Measures'

AU - Cairns, S.

AU - Sloman, L.

AU - Newson, C.

AU - Anable, J.

AU - Kirkbride, A.

AU - Goodwin, P.

PY - 2008/9

Y1 - 2008/9

N2 - In recent years, there has been growing interest in a range of transport policy initiatives which are designed to influence people’s travel behaviour away from single-occupancy car use and towards more benign and efficient options, through a combination of marketing, information, incentives and tailored new services. In transport policy discussions, these are now widely described as ‘soft’ factor interventions or ‘smarter choice’ measures or ‘mobility management’ tools. In 2004, the UK Department for Transport commissioned a major study to examine whether large scale programmes of these measures could potentially deliver substantial cuts in car use. The purpose of this paper is to clarify the approach taken in the study, the types of evidence reviewed and the overall conclusions reached. In summary, the results suggested that, within approximately 10 years, smarter choice measures have the potential to reduce national traffic levels by about 11%, with reductions of up to 21% in peak period urban traffic. Moreover, they represent relatively good value for money, with schemes potentially generating benefit: cost ratios which are in excess of 10:1. The central conclusion of the study was that such measures could play a very significant role in addressing traffic, given the right support and policy context.

AB - In recent years, there has been growing interest in a range of transport policy initiatives which are designed to influence people’s travel behaviour away from single-occupancy car use and towards more benign and efficient options, through a combination of marketing, information, incentives and tailored new services. In transport policy discussions, these are now widely described as ‘soft’ factor interventions or ‘smarter choice’ measures or ‘mobility management’ tools. In 2004, the UK Department for Transport commissioned a major study to examine whether large scale programmes of these measures could potentially deliver substantial cuts in car use. The purpose of this paper is to clarify the approach taken in the study, the types of evidence reviewed and the overall conclusions reached. In summary, the results suggested that, within approximately 10 years, smarter choice measures have the potential to reduce national traffic levels by about 11%, with reductions of up to 21% in peak period urban traffic. Moreover, they represent relatively good value for money, with schemes potentially generating benefit: cost ratios which are in excess of 10:1. The central conclusion of the study was that such measures could play a very significant role in addressing traffic, given the right support and policy context.

U2 - 10.1080/01441640801892504

DO - 10.1080/01441640801892504

M3 - Article

VL - 28

SP - 593

EP - 618

JO - Transport Reviews

JF - Transport Reviews

SN - 0144-1647

IS - 5

ER -