Drivers’ cognitive reflex

Driving costs are hidden. Revealing them could help reduce traffic

It’s been 10 years since New York City proposed congestion pricing as part of its PlaNYC sustainability initiative. That effort didn’t end the way many mobility professionals working for city government at the time — myself included — would have preferred. The unfortunate result is that metro area commuters still spend far too much of their lives sitting in traffic, and that the transit system remains in search of steady funding sources. The idea behind congestion pricing was remarkably simple: when people see that driving costs more, they drive less. ….[READ]

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