What to do in response to toll increases: A behavioral analysis of freight carriers in New York State

•Freight carriers can take multiple reactions to toll increases.•The willingness to take the following four reactions were investigated: pass on the costs to receivers; reduce delivery frequency; reduce travel distance; and change the time of day.•The four reactions were positively correlated so that they are complementary to each other.•The type of commodity and market power matter when determining which reactions to take.