The role of attitude structures, direct experience and reframing for the success of congestion pricing

Congestion pricing was introduced in Stockholm in 2006, first as a trial followed by a referendum, and permanently from 2007. Public attitudes to the charges became more negative during the period from the decision to the start of the system. Once the trial started, public attitudes became dramatically more positive over the following years, going from 2/3 against the charges to more than 2/3 in favor of the charges. Self-reported changes in behavior and attitudes considerably underestimate actual changes: about 3/4 of the decrease in car trips and more than half of the change in attitudes seem to have gone unnoticed by respondents, ex post. Self-interest and belief in the charges’ effectiveness strongly affect attitudes at any given point in time, but can only explain a minor part of the change in attitudes. I suggest that the debate and the shift in attitudes can be understood as a public and political reframing of the congestion charges over time.