Shifting attitudes toward policies that reduce car dependence: a demonstration of multidimensional scaling techniques applied to transport policy perceptions in Singapore

We performed an experiment in the context of stringent automobile reduction policies in Singapore to a) assess attitudes and beliefs toward these policies, travel modes, and their attributes, and b) assess how possible it is to influence attitudes toward these policies. We used multidimensional scaling techniques to model a simultaneous set of relationships between relevant concepts, relying on precise measurement scales to capture extreme variations in attitudes and beliefs. We demonstrate how this approach allowed us to develop a comprehensive, holistic, simultaneous picture of our sample’s attitudes and beliefs, to design messaging to manipulate these attitudes and beliefs, and to detect with precision any changes therein. We found that participants exhibited high rates of transit use and walking, and that their attitudes toward and perceptions of these modes were associated with these behaviors. Participants used cars infrequently, had low rates of car ownership and drivers’ licensure, and viewed cars as expensive, luxury items. We hypothesized that in Singapore, where automobile-reduction policies have become stable fact, participants would not have strong perceptions of these policies, and they would therefore be possible to shift. We expected the same would not be true of the effects of these policies, e.g., perceptions of travel modes, attributes, etc. The results of our experiment corroborate these expectations. Moreover, we were able to confirm the anticipated effects of our messaging with high precision, demonstrating effectiveness of this methodology. Additionally, our results suggest that habituation to reduced-car policies may lead not only to eventual acceptance, but indifference.