Analysis of the Spillover Effects of Public Relations under Large-Scale Highway Construction Regulations Using Statistical Causal Discovery

Abstract

As highways continue to deteriorate, ongoing maintenance and repair work are essential. However, construction-related congestion can lead to significant societal impacts. Therefore, it is crucial to implement effective construction-related public relations (PR) strategies that encourage driver behavioral changes and help maintain smooth traffic flow. This study aims to clarify how construction-related PR influences drivers' information reception and behavior, thereby exploring the potential of PR in mitigating the negative impacts of construction. Specifically, we analyze data from Central Nippon Expressway Company Limited’s construction-related survey using statistical causal discovery and structural equation modeling to identify the causal relationship between PR and behavioral changes, as well as the spillover effects of PR. The results reveal that a causal relationship exists between dedicated construction websites and behavioral changes. Additionally, TV commercials initiate PR spillovers, encouraging engagement with other media.