How Uber Uses an Algorithm With Psychological Tricks To Keep More Drivers On Road

www.nytimes.com

To keep drivers on the road, Uber has exploited some people’s tendency to set earnings goals — alerting them that they are ever so close to hitting a precious target when they try to log off. Consider an algorithm called forward dispatch that dispatches a new ride to a driver before the current one ends. Forward dispatch shortens waiting times for passengers, who may no longer have to wait for a driver 10 minutes away when a second driver is dropping off a passenger two minutes away. Perhaps no less important, forward dispatch causes drivers to stay on the road substantially longer during busy periods — a key goal for Uber.

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