1. ITS, UK, Road Pricing in a Sustainable Society University of Leeds 9 th November 2006 Dr Charles Musselwhite Senior Research Fellow Centre for Transport & Society, University of the West of England, Bristol Improving Public Acceptability of Road Pricing

2. Overview Background 9 ways to increase acceptability Variations over time Current project –Gearing Up Model –Methodology Conclusions

3. Background: Scope of Review DfT 2004 – National Road Pricing Feasibility Study Extensive Literature Review 200+ research reports, journal papers, conference papers – attitudes and acceptability Updated 2006 DfT Public Acceptability of Road Pricing

4. Where possible, drivers already reduce effects of congestion –Choose route –Choose time of departure –Comfort Definition of “reduce congestion” –Subjective nature of defining congestion –What constitutes a “reduction”? –Visibility of a reduction/communicating a reduction –What if it doesn’t? W-H Reduce congestion

5. Part of an overall traffic plan Other traffic and transport improvements –Public transport –Parking –Planning –Businesses –Schools Thinking wider –Society

6. The need for alternatives Ability to alter time –Flexibility Alternative route –Free or cheaper Alternative transport –Reliability –Cost

7. Revenue application made specific Revenue neutrality Offset tax –Petrol –Road Hypothecate funds –Public transport –Road building Visibility and timing

8. Simplicity Design Technology Payment Options Variability verses Predictability

9. Fairness Concessions/free High Mileage Drivers Taxis Business Users Key Workers Older people (aged 65 years & over) Income based Residents Disabled Drivers Most Agreement Least Agreement

10. Communications Involve public and other stakeholders from the start –Know the philosophy/aims/objectives Benchmarking –Going beyond statistics Role of champions Participatory consultation –Dynamic consultation –Role of new technology Trials Pioneers

11. Trust in Delivery Local authority responsibility Everybody’s responsibility Trust in deliverer –Reliability –Price Creep –Relationship and communications Trust is low –Local authority –Central government –Private company

12. Trust in technology Usability Reliability –Minimum personal error –Maximise payment evasion Aesthetics Privacy –Tracking –Already being watched –Nothing to hide

13. Variation over time Intra-personally –Hats Inter-personally –Between individuals –Groups of individuals –Categorisation Chronologically New idea, no justification Public support Time Sufficient support to go ahead Increasing support for general idea Fall-off as detail emerges Panic just before implementation Build up of support as benefits appear

14. The Gearing-Up Model Public acceptability of… a problem needing to be solved the need for demand management the need for some form of road pricing the specific road pricing scheme proposed

15. Stage 1 – stakeholder/expert priorities/guidance Follow-up telephone calls Roundtable workshop – 1 day Stage 2 – sticking points and the national debate Wave 1 groups (8 x 6) – Problem to be solved Wave 2 groups (8 x 6) – Demand Management Stage 4 – quantitative research Baseline survey Tracking survey 1 Tracking survey 2 Dissemination event(s) Stage 3 – local context and increasing information Wave 3 groups (5 x 6) – Local congestion Wave 4 groups (5 x 6) – Local scheme design Wave 5 groups (5 x 6) – Local scheme design Wave 6 groups (5 x 6) – Local scheme design Follow-up depth interviews

16. Conclusions Communications –Education, knowledge –Message and messenger –Benchmarking and leading –A role for technology? Trust –Delivery –Technology Illusion of freedom –“Natural” congestion and “artificial” constraint Psychology of choice –Already perform congestion compensatory behaviour –How much more room for manoeuvre? –Why, so much resistance? Principle verses specifics –Increasing role for technology

17. Thanks for Listening Further information Dr Charles Musselwhite Senior Research Fellow Centre for Transport and Society University of West of England Charles.Musselwhite@uwe.ac.uk 0117 32 83010 www.transport.uwe.ac.uk Acknowledgements: CTS, UWE: Professor Glenn Lyons and Professor Phil Goodwin. Independent Advisor: Alan Wenban-Smith. BMRB: Anna Sweeting and Vanessa Stone