Facing a "Historic High" in Fare Evasion, MTA Touts Behavioral Research to Combat Problem
Facing what it calls a "historic high" in fare evasion, the MTA wants to use behavioral research to get inside the minds of the estimated 900,000 bus and subway riders who dodge fares daily.
Changing Culture
The agency is aiming to contract analysts for a study, at a projected cost of $500,000 to $1 million, that is designed to "apply the theories of civic cultural change and tools of behavioral science" to fare evasion.
Research Objectives
The study aims to develop "farebeater" personas, such as "opportunist," "rebel," "idealist," "youth," "unintentional," and "low-income," with the goal of determining why people in each group do not pay fares. The MTA wants researchers to come up with at least three distinct behavioral interventions for each persona and then develop pilot programs to put the strategies in place.
Methods
The solicitation also highlights methods that have changed civic behavior elsewhere, including using "dancing costumed zebras" for "traffic calming" at crosswalks in Bolivia and posting mimes at intersections in Colombia to reprimand "errant drivers and pedestrians." The latter, according to the document, helped reduce by half the number of traffic fatalities.
Challenges
A bus operator on the M66 route in Manhattan described the effort as "smoke and mirrors" and said the MTA may be grappling with a problem that "is beyond their control" and not easily classified. "It’s everybody. It’s not one group or demographic," the bus operator said. "They just feel like, ‘Why should I have to pay for this service that’s not great?’"
Conclusion
The MTA’s efforts to combat fare evasion are ongoing, and the agency is willing to invest in behavioral research to address the issue. While some may view the approach as unconventional, the MTA believes that a cultural shift is necessary to reverse the trend of fare evasion.
Frequently Asked Questions
Q: What is the estimated cost of the study?
A: The study is projected to cost between $500,000 to $1 million.
Q: What are the goals of the study?
A: The study aims to develop "farebeater" personas and develop behavioral interventions to reduce fare evasion.
Q: What methods have been successful in changing civic behavior elsewhere?
A: The study cites examples such as using "dancing costumed zebras" for "traffic calming" at crosswalks in Bolivia and posting mimes at intersections in Colombia to reprimand "errant drivers and pedestrians."
