To find the most influential drivers of patterned human behavior, zero in on comfort zones with mass appeal and tweak them.

In the case of your traffic issue for instance – if further study confirms that the increased toll is indeed the culprit, regular toll road users will adapt at various rates and eventually the traffic will revert to historic patterns.

If one wanted to influence the commuters’ rate or methods of adaptation, creating incentive to use the Fast Lane jawny would be the easiest way to reestablish or even improve the previously existing traffic pattern.

In this case, however, you run the risk of creating a social divide – those with credit cards or debit cards will be able to participate in the improved commute while those without will not, which opens the strategy up to other unplanned repercussions.

And so on, and so on, and so on…