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Behavioral science offers powerful tools to boost the effectiveness of TDM programs by addressing the real, often irrational, ways people make travel decisions. This session explores when nudges work, when they don’t, and how biases, habits, and friction points shape commuter behavior. Attendees will learn to spot key decision-making barriers, design smarter interventions, and identify critical moments when people are most open to change. Through interactive activities and real-world insights, participants will gain practical strategies to build more impactful, user-friendly programs that truly move the needle on mode shift. Bring cell phones to answer questions!