We design and estimate a game theoretic congestion pricing mechanism in which the regulator aims at
reducing urban traffic congestion by price discriminating travelers according to their Value Of Time
(VOT). Travelers' preferences depend on their observable characteristics, on the endogenous amount of
congestion anticipated, on their Marginal Utility (MU) of income and on some unobserved factors. Using
a French household survey, we estimate the demand models to simulate different pricing mechanisms. We
find that unobserved determinants of transportation demand are significant and are used to measure the
anticipated time spent in traffic and the comfort of traveling: diverging from these expectations is
felt as more discomfort than if no expectations were formed a-priori. However some of this discomfort
is derived from travelers' marginal utility of income: the lost time in traffic is clearly "unpleasant"
because of its opportunity cost. When the regulator and the transportation provider share common
objectives, we show that a great welfare improvement can be achieved when implementing a homogenous
pricing that accurately accounts for travelers VOT.