Zhan Guo: Mind the Map! The Impact of Subway Maps on Passengers' Route Choice Decisions in London and Washington, DC
Zhan Guo studies individual's travel behavior and explores innovative ways to influence the decision-making process to produce better social outcomes such as reduced congestion and carbon emissions. At the micro level, he focuses how travelers perceive travel alternatives and attributes and what discrepancies exist between perception and reality. The ability to reinforce, change, or even deceive that perception to promote the "right" behavior, and the methods used to do so, also figure largely in his research. At the macro level, he is interested in the effect of technical standards, such as parking and street standards, on the built environment and the rationale behind these standards. The (dis)connection between government regulations, market forces, and consumer preferences is the focus of his research. Guo has conducted empirical work on transfer behavior in Boston, metro map design in London, parking policy in New York City, and pedestrian environments in Hong Kong. His work has been covered by the New York Times, the Wall Street Journal, the BBC, the Economist, Le Monde, ABC Evening News, the Atlantic Cities, Nudges.org, and more. He holds a B.Arch. from Tianjin University, a M.U.D. from Tsinghua University, China, and a M.C.P. and a Ph.D in urban planning from MIT.