Say goodbye to your car: Prevention focus motivates a shift from car to fare-free autonomous public transport

Abstract

Previous studies have examined extensively the potential of fare-free transit as a substitute for car use. However, current knowledge is mainly limited to socio-economic determinants of the choice between these two modes of travel. The motivational dimension of travel behavior and travel mode choice is completely ignored. Another limitation of current knowledge is the paucity of studies on fare-free autonomous public transport as a substitute for private cars. Hence, the objective of this research was twofold: first, to examine how different motivations affect the willingness to switch from car to fare-free autonomous public transport, and second, to explore what role concerns about autonomous driving technology play in this context. To this end, a new theoretical framework has been proposed. This framework draws on regulatory focus theory. According to the theory, goal-directed behavior is regulated by two motivational systems – promotion and prevention. The promotion system is sensitive to growth-related concerns and is associated with a strategic preference for eager means of goal pursuit. The prevention system is sensitive to security-related concerns and is associated with a strategic preference for vigilant means. Most relevant is that a prevention focus is a strong predictor of commitment to collective action to achieve social goals. Based on this, it was hypothesized that individuals with a prevention (vs. promotion) focus would be more willing to switch from car to fare-free autonomous public transport. It was further hypothesized that the willingness to switch to fare-free autonomous public transport would be negatively related to technology concerns, and this relationship would be mediated by the acceptance of autonomous driving technology. These hypotheses were tested in three studies in which regulatory focus was induced (promotion vs. prevention). In Study 1, prevention-focused participants were more willing to give up car use and switch to fare-free autonomous rail transit. In Study 2, there was no difference between prevention-focused and promotion-focused participants in the willingness to switch to fare-free autonomous buses. In Study 3, prevention-focused participants were more willing to give up car use and switch to fare-free shared autonomous robotaxis. In all three studies, acceptance of autonomous driving technology mediated the relationship between technology concerns and the willingness to switch modes of travel from the private car to fare-free autonomous transit.