Mobility as a service (MaaS): the importance of transportation psychology

Geoff Tomaino (), Jasper Teow, Ziv Carmon, Leonard Lee, Moshe Ben-Akiva, Charlene Chen, Wai Yan Leong, Shanjun Li, Nan Yang and Jinhua Zhao
Additional contact information
Geoff Tomaino: INSEAD
Jasper Teow: National University of Singapore
Ziv Carmon: INSEAD
Leonard Lee: NUS Business School and Lloyd’s Register Foundation Institute for the Public Understanding of Risk
Moshe Ben-Akiva: MIT’s Intelligent Transportation Systems Lab
Charlene Chen: Nanyang Technological University
Wai Yan Leong: Land Transport Authority
Shanjun Li: Cornell University’s Environmental & Energy Economics Lab
Nan Yang: National University of Singapore
Jinhua Zhao: MIT’s Urban Mobility Lab

Marketing Letters, 2020, vol. 31, issue 4, No 12, 419-428

Abstract: Abstract Mobility-as-a-Service (MaaS) is based on the notion that consumers and transport providers access a centralized platform for the planning, payment, and management of trips and combines multiple modes of transportation designed to increase the efficiency of the system. MaaS offers substantial societal benefits, including the reduction of emissions, traffic congestion, road injuries, and the overall discomfort associated with travel, in addition to providing personalized transportation solutions. Since the delivery of these benefits hinges on the widespread adoption of MaaS platforms, we draw on consumer psychology for insight into the social and cognitive psychological factors that may hamper the adoption of MaaS, and their influence on consumer choices and perceptions. More generally, this paper highlights that transportation is a fertile context for consumer psychology research.

Keywords: Mobility-as-a-Service; Transportation experience; Transportation nudges; Commuter psychology; Transportation decision-making; Psychology-informed design (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11002-020-09533-9

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