Behavioral Economics And Nudges: Seat Reservation for Special Individuals by Individuals at Srinakharinwirot University, Phasarnmit : A Case Study of the MRT Subway

Abstract

The choice to occupy reserved seats for special groups is a behavior that results from an individual's decision-making process. The decision-making of people in society can be explained using theories related to behavioral economics, focusing on current satisfaction, societal behavior, and empathy towards special groups. This study, therefore, aims to explore the behavior of choosing reserved seats for special groups through nudging methods to promote appropriate behavior, with 132 participants in the experiment. Additionally, a survey was conducted with 62 participants, simulating different scenarios through a questionnaire. The results of the experiment using nudging found that the Peer Effect method, or creating influence from those around, was the most effective in influencing the decision to surrender reserved seats for special groups. Therefore, creating awareness by ensuring that the reserved seats are frequently occupied by individuals from the special group, such as by displaying images or symbols of that group in clearly visible areas, is the most effective approach. Furthermore, the survey results revealed that different scenarios influenced the decision to surrender the reserved seats for special groups, with the factors that played a role differing depending on the situation. In the scenario where only one reserved seat was available, the factors influencing the decision included monthly income, the number of stations per trip, and average daily fare. In the scenario where the decision was made while the individual was injured, no factors were found to affect the decision. In the overall scenario of surrendering reserved seats for special groups, the only factor influencing the decision was age, which reflects the influence of demographic factors in the decision-making process in this context.