Transportation planners and engineers are beginning to draw upon psychological experiments cataloguing irrational patterns of behavior-as well as their own experience about real world travel-to find creative ways to discourage roadway antics and other bad travel choices and improve infrastructure design.
Their efforts are part of a wider movement by the new academic discipline of behavioral economics, established in the early 1990s, which is exploring how to factor "the human factor" into the computer models and decision processes used in financial markets, the transportation sector and other fields. There are tantalizing indications these efforts to understand and harness the quirks of human nature can help speed progress towards improved safety, energy efficiency, reduced carbon emissions and achievement of other goals.
Thanks to S. Hague
