Behavioural economics has become popularised by Thaler and Sunstein’s book Nudge and the adoption of ‘nudge’ policies by the Government, which even has a ‘nudge squad’. There is a risk, however, that the serious science and important lessons beneath this are lost, or at least obscured. The aim of this article is therefore to acquaint (or perhaps in some cases re-acquaint) readers with some of the key lessons for transport from behavioural economics. This is...
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