Salience and Subways

By :: June 14th, 2010

I use the Washington subway—the Metro—to commute from my home in the D.C. suburbs to my downtown office. The system has just approved a $109 million fare increase. But, in a tour de force of obfuscation, it has designed the hike so that few riders will have any idea what a given trip will cost.

This is, in part, a result of Metro’s effort to tie fares to demand. Thus, folks who ride at rush hour or use the busiest stations will pay more than those who do not. Economists love this idea.

But Metro has taken to slicing its pricing system like the local deli guy carves corned beef. There are regular fares (Metro calls them “reduced”), rush hour fares (Metro calls them “regular”), peak of the peak fares, surcharges for traveling through certain stations, and fare differentials for those who pay with cash and those who use those plastic SmarTrip cards. Best I can tell, this means I could pay as little as $2.15 or as much as $4.20 for my ride to work.

Someone who makes my commute each day could face an annual fare increase of more than $1,000. But because most of us pay with those plastic cards, which we refill regularly with a credit card, Metro is betting we won’t fully recognize this painfully steep hike.   

Unlike demand pricing, economists don’t like this at all. In general, it is better that we know what we pay for something. This consumer awareness of price (salience in econo-speak) helps us buy smarter. But if we don’t know the real cost of something, we are likely to overpay. See, for example, health care.

A couple of years ago, MIT economist Amy Finkelstein looked at those highway E-Z passes, where drivers have their tolls deducted from a pre-paid card as they roll through toll booths. Amy’s conclusion: the levies are 20 percent to 40 percent higher than they'd be if people were still throwing quarters into baskets. Sweet, if you are the highway authority. Not so so much if you are a driver who worries more about cost than time.   

It has been obvious to us regular riders that Metro is desperately short of money. While it was built with federal tax dollars (thank you all for that, btw) Metro relies heavily on fares to meet its operating budget. Remarkably, Metro has no other dedicated funding source so it must go, tin cup in hand, to local jurisdictions for help paying its bills. The entirely unsurprising result: Metro is falling apart.

In town meetings, riders overwhelmingly preferred fare hikes to service cuts. And making people pay more when trains are most crowded probably makes sense. It may encourage some commuters to adjust hours, thus reducing pressure on Metro to buy more equipment and hire more staff to meet peak demand. But while opaque fares may generate more revenue, the transit system may lose the benefit of congestion pricing if riders don't know how much they are paying.     

Tax policymakers would do well to keep this all in mind, especially as they think about levies such as a Value Added Tax. In the meantime, I suppose somebody will write a smart phone app to help me figure out my Metro fare.     


  1. Anonymous  ::  9:13 pm on June 15th, 2010:

    Metro gives you the value of your card and the fare each time you ride – you just have to look. The only reason the new fares are not published is that there are so many of them. It will take about a day when they go into effect for people to know what their costs are.
    As to the funding question, this should be an automatic add on to gas taxes across the region – however the VA General Assembly is very resistent to this, largely because downstate there is a bit of envy for our transportation spending and needs – even if we are the only ones paying for them. There is already a surtax on gas for N. Virginia – however none of it is dedicated to public transportation. The council of governments has been trying on this issue – however as long as the VA House of Delegates sees being anti-tax as a badge of honor, I don't expect progress. Elect 10 additional Democrats and you may see the dedicated funding we need. Of course, one could argue that our ability to raise it was wasted on the Dulles Rail extension.

  2. paket wisata jogja  ::  9:48 am on January 21st, 2012:

    good post man, think tax is for all of us..

  3. free apps kindergarten  ::  5:09 am on July 4th, 2013:

    Hey would you mind stating which blog platform you’re using? I’m
    going to start my own blog in the near future but I’m having a tough time deciding between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most blogs and I’m
    looking for something unique. P.S My apologies for getting off-topic but I
    had to ask!