pay-as-you-use facility and the management of the facility to enhance traffic flow and quality of service for users. The turnpike was built on the State Highway 100 corridor at a cost of $278 million. According to the information provided to the authors by NJTA staff, previous toll schedules at the turnpike did not change with time of day or traffic conditions, because tolls were a function only of vehi- cle type. This situation changed in September 2000, when a time- of-day pricing initiative was put in place (in January 2003, the tolls were increased as a second stage of the time-of-day pricing program). Several operational changes took place, including the following: 1. The introduction of an electronic toll collection system (E-ZPass) to the facility in September 2000, eliminating the need for cash, tickets, or tokens on the facility. 2. Toll increases for cash users and peak E-ZPass users, while E-ZPass off-peak period users continued to pay the same tolls as in 1991. As part of this program, different tolls were charged to users depending on time of day and vehicle type, so that E-ZPass users started to pay discounted tolls while using the turnpike during off- peak hours. Currently, for passenger cars using E-ZPass, the toll dif- ferential between peak and off-peak hours ranges from 10 to 60 cents depending on the distance traveled. On average, peak period tolls are 15% higher than off-peak period tolls (2). The main objective of this research was to conduct a comprehen- sive assessment of traffic and behavioral impacts, although this paper discusses only behavioral impacts. The analyses are based on data that contain travel and behavioral patterns of current and former reg- ular users of the facility (a regular user was defined as an individual using the facility more than once a week). The reader is referred to Ozbay et al. (3) for traffic impact analyses and to Ozbay et al. (4) for the project’s final report. The next section of this paper briefly overviews the survey method- ology used and data collected. The third section summarizes the key results from the passenger survey, and the fourth section discusses the key findings. The reader is referred to Ozbay et al. (4) for a com- prehensive literature review, which is not included here because of space limitations. SURVEY DATA The survey was conducted during June and July 2004 using computer- aided telephone interviews and a single-stage random sample based on random-digit telephone calls. The target population was defined as all individuals who have or had used the turnpike on a regular New Jersey Turnpike Time-of-Day Pricing Initiative’s Behavioral Impacts Observed Role of Travel Distance on Underlying Elasticities José Holguín-Veras, Ning Xu, Qian Wang, Kaan Ozbay, Juan C. Zorrilla, and Mecit Cetin 53 This paper discusses the key findings of a research project aimed at assess- ing the behavioral impacts of the time-of-day pricing implementation on the New Jersey Turnpike. Analysis of data collected by the authors, includ- ing behavioral and travel patterns before and after the time-of-day pric- ing initiative, revealed the following: (a) about 7.0% of individual drivers (6.6% of car trips) changed behavior as a consequence of the time-of-day pricing initiative, which translated into market elasticities for toll changes of 0.398 with the number of individuals used as the unit of demand and of 0.545 with the number of trips per month used; (b) users responded to time-of-day pricing by implementing multidimensional strategies, includ- ing changes in facility usage, time of travel, productivity of car travel, and mode or occupancy; (c) users traveling relatively shorter distances exhib- ited more elastic behavior than those traveling long distances; and (d ) only around 5% had more than one-half hour of flexibility and traveled during peak hours (they could be the target of the time-of-day pricing initiative because of the flexibility to shift to off-peak periods). In September 2000, the New Jersey Turnpike Authority (NJTA) intro- duced a time-of-day pricing program, which provided toll discounts for passenger car drivers who travel on the New Jersey Turnpike and pay tolls using their electronic toll collection (E-ZPass) and deeper dis- counts if they travel during off-peak periods (i.e., 9:00 a.m. to 4:30 p.m. and 6:30 p.m. to 7:00 a.m. on weekdays). After this implementation, the FHWA Value Pricing Program decided to sponsor research aimed at assessing the behavioral impacts produced by this initiative. This paper discusses the main findings of that research project. The New Jersey Turnpike (referred to here as the turnpike) is a 148- mi toll road that extends from the Delaware Memorial Bridge in the south of New Jersey to the George Washington Bridge in New York City. The road was built between December 1949 and January 1951 after legislation was enacted establishing the NJTA (1). The Author- ity’s mandate included the construction and implementation of a J. Holguín-Veras, JEC 4030, and N. Xu and Q. Wang, JEC 4037, Department of Civil and Environmental Engineering, Rensselaer Polytechnic Institute, 110 8th Street, Troy, NY 12180. K. Ozbay, Department of Civil and Environmental Engineering, Rutgers University, P.O. Box 909, Piscataway, NJ 07855. J. C. Zorrilla, Cambridge Systematics, Inc., 100 Cambridge Park Drive, Suite 400, Cambridge, MA 02140. M. Cetin, Department of Civil and Environmental Engineering, University of South Carolina, 300 Main Street, Columbia SC 29208. Corresponding author: J. Holguín-Veras, jhv@rpi.edu. Transportation Research Record: Journal of the Transportation Research Board, No. 2010, Transportation Research Board of the National Academies, Washington, D.C., 2007, pp. 53–61. DOI: 10.3141/2010-07