The effect of marketing messages on the motivation to reduce private car use in different segments

Alfred Andersson, Lena Winslott Hiselius and Emeli Adell

Transport Policy, 2020, vol. 90, issue C, 22-30

Abstract: This study explores marketing messages promoting sustainable transport and reported motivation to reduce private car use within different segments. A stated preference survey targeting a sample of 1300 residents in Sweden was conducted, and exploratory factor analysis was used to identify underlying dimensions of a set of 19 marketing messages. Self-efficacy and collective efficacy were defined as latent factors, and the latter was found to be a better motivator for all segments. For the most car-advocating segment, however, the factors (both self- and collective efficacy) was unsuccessful in inducing any reported motivation to reduce private car use. Assimilation bias seems to influence the respondent's interpretation of marketing messages.

Keywords: Private car use reduction; Motivation; Marketing messages; Segments; Collective efficacy; Self-efficacy; Assimilation bias (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0967070X19305311
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:trapol:v:90:y:2020:i:c:p:22-30

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
https://shop.elsevie ... _01_ooc_1&version=01

DOI: 10.1016/j.tranpol.2020.02.006

Access Statistics for this article

Transport Policy is currently edited by Y. Hayashi

More articles in Transport Policy from Elsevier
Bibliographic data for series maintained by Catherine Liu ().