Toll aversion

A tale of two tolls (behavioural economics and ethics edition)

On the way back from a few days at the seaside, Google informed us that traffic ahead was getting worse, so we swapped the A road for the B-roads. The trade-off seemed straightforward enough: we would be saving an estimated 20 minutes by getting off the main road. But in general the trade-off is more complex. As Wikiman Rory Sutherland eloquently argues, taking the rural road, even if the main road is clear and faster, may make sense. When you find yourself unexpectedly in heavy traffic on the motorway, unless you have an exit just ahead, you’re really stuck. ….[READ]