Social learning under the labeling effect: Exploring travellers’ behavior in social dilemmas

•The PCA should lead to social learning based on others’ feedback over a longer period.•The labeling effect induced in individuals a greater attention to the group’s needs and to act pro-socially.•The labeling effect for public transportation and feedback on personal and others’ choices were purposeful.•A combination of the labeling effect and feedback helped individuals increase the number of trips by public transportation.