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...Faculty of economic sciences communication and it samot jochen richter margareta friman tommy garling soft transport policy measures results implementations karlstad university studies research report issn isbn the authors se www kau abstract to abate problems resulting from increased car use hard have been introduced such often meet public disapproval are politically infeasible may alone be insufficient as a consequence alternative proposed these designed motivate individuals voluntarily reduce this paper reviews in japan australia uk several other countries review underscores effectiveness general points variety positive outcomes yet makes infer why effective gaps knowledge also identified companion will discuss identify needs...