Public Transport Vouchers to Enhance Ridership: Mental Accounting Bias in Frequent Public Transport Users

• We explain the underlying mechanism driving the success of a monthly voucher in increasing public transport use in Bogotá. • We provide evidence that Mental Accounting Bias plays a crucial role in the size of the increase in ridership observed by the vouchers’ recipients. • These findings suggest that by leveraging behavioral psychology, policymakers can design more successful interventions to boost public transport ridership.