Many measures from the Ministry of Traffic and Waterworks in the Netherlands aim at influencing behaviour. A major problem is that behaviour of individual travellers is aimed at from within the traffic system, without considering the perspective of this individual. Too often only rational aspects for behaviour are assumed, whereas also irrational aspects such as habits and impulses do cause behaviour. Policymakers should use knowledge about the source of these various aspects in their attempts to change behaviour. Reasoned behaviour functions best for reaching (new) goals. Habits are efficient ways to reach previously defined goals. Impulsive behaviour serves underlying unconscious needs, such as instinct satisfaction. However, it may be possible to define a proper policy strategy for each behaviour type. Reasoned behaviour can be influenced by influencing the interests that are part of the balancing of alternatives, such as financial consequences. Habits may be influenced by: (1) removing the stimulus that triggered the behaviour; (2) changing the "behavioural context"; and (3) by influencing the evaluation afterwards in a negative direction in order to encourage a renewed reasoned approach. Impulses may be influenced by removing the stimulus that triggered the behaviour for other stimuli that invokes alternative responses. Policymakers should take more notice of these possibilities for influencing behaviour. (A)
Abstract