Is There a "Buy Local" Case for Lower Travel Speeds? Testing Differences in Driver Recognition of Local Versus National Retail at Different Travel Speeds
City officials and business leaders looking to increase economic performance and attract new residents recognize the benefits of having a strong local retail environment. Money spent at a local retail is more likely to stay in the community (Civic Economics, 2008; Patel and Martin, 2011) and sell goods that are sourced locally (Clark & Banga, 2010). A commissioned study in Grand Rapids, Michigan, found that locally owned restaurants spent 56% their revenues locally, compared to only 37% in the case of national chains (Civic Economics, 2008). Many cities have prioritized attracting Millennials, who, as a market segment, exhibit a strong preference for supporting local retail (Henderson, 2012). According a study conducted for the National Association of Realtors, across generations there is a strong preference for housing locations that offer access to a variety of local retail establishments, including shops and restaurants (Belden, Russonello & Stewart, 2011). It is likely that local businesses begin at a disadvantage when vying for consumer attention in the cluttered landscapes of busy commercial corridors, especially because they often compete against national chains with enormous advertising budgets and iconic, easily recognizable logos. Based on what is known about the effect of increased speed on diminishment of peripheral vision, ability to perceive detail, and response time (Bartmann, et al., 1991; Gehl, 2006; NACTO, n.d.), the research team hypothesizes that higher travel speeds further exacerbate the impacts of this competitive challenge for local retail. This pilot study investigates whether higher driving speeds decrease the ability of drivers to recognize local retail establishments relative to national chains. Using data from eye tracking technology and participant responses in a simulation-based experimental study design, the team will investigate whether speeds of 45 MPH disproportionally benefit national chains when compared to speeds of 30 MPH. This pilot will establish a platform for further research on the connections between travel speed, local economic development, and support for local business. The results from this research will provide planners and policy makers with new tools and evidence for evaluating the impact of speed limits and design speeds on local business and a strong local economy.
- Record URL:
Language
- English
Project
- Status: Active
- Funding: $39850
-
Contract Numbers:
NITC 1172
69A3551747112
-
Sponsor Organizations:
Office of the Assistant Secretary for Research and Technology
University Transportation Centers Program
Department of Transportation
Washington, DC United States 20590 PO Box 210072
Tucson, AZ United States 85721 -
Managing Organizations:
TREC at Portland State University
1900 SW Fourth Ave, Suite 175
P.O. Box 751
Portland, Oregon United States 97201 -
Project Managers:
Hagedorn, Hau
-
Performing Organizations:
College of Architecture, Planning and Landscape Architecture
1040 N. Olive Road
Tucson, Arizona United States 85719Texas A&M Transportation Institute, College Station
Texas A&M University System
3135 TAMU
College Station, TX United States 77843-3135 -
Principal Investigators:
Bean, Jonathan
Adkins, Arlie
Goddard, Tara
- Start Date: 20171101
- Expected Completion Date: 20240301
- Actual Completion Date: 0
- USDOT Program: University Transportation Centers Program
Subject/Index Terms
- TRT Terms: Businesses; Drivers; Economic development; Eye movements; Perception; Retail trade; Simulation; Traffic speed
- Subject Areas: Economics; Highways; Operations and Traffic Management;
Filing Info
- Accession Number: 01651394
- Record Type: Research project
- Source Agency: National Institute for Transportation and Communities
- Contract Numbers: NITC 1172, 69A3551747112
- Files: UTC, RIP
- Created Date: Nov 21 2017 8:50PM