How do emotions influence citizens' choice of transportation method? Jinhua Zhao, a professor at MIT in Boston, will try to answer this question next Monday, April 17, at CASA SEAT in Barcelona. He will present a report that highlights how the emotional aspect impacts urban mobility.
Zhao, who is an adjunct professor of MIT's City and Transportation Planning program, argues that automobiles have a "symbolic meaning" for citizens beyond their merely functional purpose. Therefore, emotions must be taken into account when planning the transformation of mobility and advancing the challenge of decarbonization. "The car not only fulfills instrumental functions; it also has a symbolic and affective meaning," he emphasizes.
In this talk, Zhao will use a unique behavioral perspective to examine new mobility technologies: autonomy, electrification, connectivity, and artificial intelligence, and evolving new priorities: decarbonization, public health, and social justice.
According to the expert, author of the report Car Pride and its Behavioral Implications, in certain cultures, such as Asian or American, the pride of owning a car is related to social status and affects the way individuals commute daily. After analyzing car behavior in 51 countries around the world, he highlights that car pride is associated with greater car use and discourages people from using alternative means of transport such as electric vehicles.
For this reason, Professor Zhao advises governments to understand individuals' behavioral patterns and take them into account when drawing up mobility management policies to educate citizens so that they can contribute to reducing their carbon footprint.
The conversation, which will be held in English at 6:30 p.m. at CASA SEAT, will be moderated by journalist Pipo Serrano and is freely accessible, although prior reservation is required. Get your ticket at the following link.
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