In this paper, it was theoretically investigated how to improve public acceptance toward road pricing by public campaign based on psychological theory with respect to
framing effect. It was hypothesized that framing road pricing as a system to decrease traffic demand would increase fairness perception and acceptance of residents inside pricing area, but framing road pricing as a system to toll for the purpose of making a budged for public works to improve traffic congestion would increase fairness perception and acceptance of residents outside pricing area. In order to test this hypothesis, I conducted an experiment and found that the data confirmed empirically the hypothesis.
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