Behavioral science is a tool to increase the impact of Transportation Demand Management (TDM) programs, helping agencies shift even more commuters away from driving alone. But when are behavioral interventions truly effective—and are nudges alone enough? While appealing in their simplicity, nudges are not a magic solution. They require thoughtful design, testing, and iteration to be effective, especially in environments full of friction. Real-world barriers—like complex enrollment processes, in-person verification for transit discounts, or opaque carpool registration systems—can erode the potential of even the most well-intentioned program. Applying behavioral frameworks helps identify and remove these frictions, increasing program accessibility, adoption, and long-term impact.

At the heart of this challenge lies a fundamental truth: human decision-making is not always rational. Classical economic theory assumes people weigh their options and make logical, self-interested choices. But in reality, travel behavior is shaped by a host of forces—habit, identity, emotion, bias, social influence, and cognitive overload. We overvalue immediate convenience, underestimate long-term gains, avoid decisions that feel complex, and often stick with default behaviors, even when better options are available.

This session explores how behavioral science can inform smarter, more impactful programs that lead to real mode shift. Drawing on recent research and real-world applications, we’ll examine when and how behavioral interventions succeed—and when and how they fall short. We’ll unpack key concepts such as bounded rationality, status quo bias, present bias, and loss aversion, all of which affect commuter decision-making more than planners often realize. We’ll also look at strategies for targeting people during critical “windows of opportunity”—such as a new job, a move, or a disrupted commute—when habits are already in flux and the potential for change is higher.

Through an interactive group exercise and discussion, attendees will explore how seemingly small program decisions—like the way a message is framed, or the timing of an offer—can dramatically alter outcomes (Attendees will be encouraged to bring cell phones to respond live to the questions!). They will see how their own biases creep into their decisions. Attendees must bring their cell phones to this event

Attendees will leave with a clearer understanding of what behavioral science can and can’t do, practical strategies for designing user-friendly programs, and ideas for integrating behavior-based insights into broader TDM efforts. Whether you’re building a new program or refining an existing one, this session offers a grounded, honest look at how behavior change really happens—and how to design for it.