The focus is on understanding travelers’ choices on routes, departure time, parking locations and traffic modes (such as solo-driving, carpool, transit, etc.). We use an economics instrument to incentivize travelers to change their choices towards the optimum of the entire transportation system. The incentives include various pricing mechanisms (tax, subsidy, toll, credit, lottery, time-of-day pricing, etc.), information provisions, and changes in travel time through cutting-edge communication technologies.​