On May 6, 2026, from 12:30 to 14:15, Christopher R. Cherry (USA) will deliver the lecture “The Role of Transportation Incentives in Increasing Technology Adoption and Active Travel Behavior.” It will take place in person at the Assembly Hall of the Faculty of Psychology at the Universitat de València.

Abstract: This conference talk addresses the role of transportation incentives in increasing the adoption of emerging mobility technologies and encouraging more active travel behavior. It will examine how incentives may influence everyday travel choices, support healthier and more sustainable mobility, and contribute to behavioral change across different user groups. Particular attention will be given to the relationship between technology adoption, travel decision-making, and the promotion of active transportation.

Bio: Christopher R. Cherry is Associate Department Head of Undergraduate Studies and Professor in Civil and Environmental Engineering at the University of Tennessee (USA). His research, conducted in collaboration with psychologists, addresses travel behavior, sustainable transportation and everyday mobility patterns, with particular attention to how transportation incentives and emerging technologies influence user choices and support more active and health-oriented forms of travel. His work also examines the implications of these processes for safety, decision-making, and the wider uptake of sustainable mobility practices.

This activity is part of the Internationalization at Home Program of the Faculty of Psychology and Speech Therapy and is open to all students and staff of the Universitat de València.

This activity is part of the Internationalization at Home Program of the Faculty of Psychology and Speech Therapy and is open to all students and staff of the Universitat de València.