“工程管理论坛”系列讲座 （2024年第18期，总第52期）
讲座题目：Social norms at crosswalks: Impact on pedestrian-yielding behavior and nudge intervention effectiveness
讲座时间：2024.12.27（周五）17:00-17:45
讲座地点：新主楼A1028
主讲人：凌帅，天津大学 管理与经济学部
讲座嘉宾 简介
凌帅，天津大学特聘研究员，管理与经济学部英才副教授、博士生导师，天津市现代城市治理实验室执行主任，管理科学与工程学会青年工作委员会委员；主要研究城市交通管理，主持和参与了包括国家自然科学基金青年/面上和重点项目在内的10余项国家级项目，在TR-Part A/B/C、中国管理科学等国内外期刊发表论文近五十篇，所撰写的资政建议4份获得中央主要领导同志和天津市委主要领导同志批示、6份获得中央有关部委采纳，荣获全国高校教师创新大赛三等奖、天津市社会科学优秀成果二等奖等在内多项奖励；作为领域专家为国家电网、中国能建多家企事业单位进行咨询。
讲座概要
Object: This study investigates the role of social norms in driver behavior at crosswalks, specifically focusing on how these norms influence whether drivers yield to pedestrians. It also explores the effectiveness of nudge interventions based on social norms to modify this behavior.
Findings: The study is divided into two parts. The findings from Study 1 reveal that respondents from Zhejiang, which has a high pedestrian yielding rate (PYR), perceive a higher frequency of yielding behavior (descriptive norm) and are more likely to view non-yielding as inappropriate (injunctive norm) compared to those from Hubei, which has a low PYR. Both descriptive and injunctive norms significantly influence DPYB. Study 2 confirms these results on a larger scale and shows that the nudge intervention and the introduction of surveillance cameras are particularly effective. Interestingly, respondents from high PYR provinces have higher acceptance and perceived effectiveness of the nudge intervention.
Contributions: It introduces a novel approach to measuring injunctive norms from multiple perspectives and provides a comprehensive framework for behavioral studies. The study advocates for the use of norm-based nudge interventions as a cost-effective strategy to improve driver behavior and pedestrian safety, emphasizing the importance of considering existing social norms when designing such interventions.
