Nudging Eco-driving Behaviour using Motive Substitution

Abstract

The behaviour change technique of motive substitution may be a more effective method of motivating drivers to adopt an energy efficient driving style than existing strategies. Previous research has tested dashboard displays that inform, score, and advise drivers, but do little to overcome attitudinal barriers, intention-action gaps, and apathy. An animated sloshing coffee-cup display applies motive substitution by providing an alternate gameful experience that is intuitive, engaging, and congruous with the goal of low-acceleration driving. This intervention incorporates principles from cognitive and social psychology, human factors engineering, and behavioural economics to influence driver behaviour while managing distraction risks. The intuitive elements of the display were tested in an online survey with drivers reporting a significant preference for the coffee-cup display over an acceleration dial gauge. A driving simulator study was developed to test the behavioural impacts of a functional prototype using measures of acceleration, fuel consumption, and eye glance durations.