The effect of marketing messages on the motivation to reduce private car use in different segments
(2020) In Transport Policy 90. p.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... (More)
- 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. (Less)
- Abstract (Swedish)
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/52ff725b-7187-45f8-b5eb-1b84bf590c72
- author
- Andersson, Alfred LU ; Winslott Hiselius, Lena LU and Adell, Emeli LU
- organization
- publishing date
- 2020
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Self-efficacy, Assimilation bias, Private car use reduction, Motivation, Marketing messages, Segments, Collective efficacy
- in
- Transport Policy
- volume
- 90
- pages
- 22 - 30
- publisher
- Elsevier
- external identifiers
-
- scopus:85079637453
- ISSN
- 0967-070X
- DOI
- 10.1016/j.tranpol.2020.02.006
- project
- Soft measures to shift modality
- language
- English
- LU publication?
- yes
- id
- 52ff725b-7187-45f8-b5eb-1b84bf590c72
- date added to LUP
- 2020-02-17 11:05:09
- date last changed
- 2022-04-18 20:31:38
@article{52ff725b-7187-45f8-b5eb-1b84bf590c72, 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.}}, author = {{Andersson, Alfred and Winslott Hiselius, Lena and Adell, Emeli}}, issn = {{0967-070X}}, keywords = {{Self-efficacy; Assimilation bias; Private car use reduction; Motivation; Marketing messages; Segments; Collective efficacy}}, language = {{eng}}, pages = {{22--30}}, publisher = {{Elsevier}}, series = {{Transport Policy}}, title = {{The effect of marketing messages on the motivation to reduce private car use in different segments}}, url = {{http://dx.doi.org/10.1016/j.tranpol.2020.02.006}}, doi = {{10.1016/j.tranpol.2020.02.006}}, volume = {{90}}, year = {{2020}}, }