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

Andersson, Alfred LU ; Winslott Hiselius, Lena LU and Adell, Emeli LU (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)
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author
; and
organization
publishing date
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
language
English
LU publication?
yes
id
52ff725b-7187-45f8-b5eb-1b84bf590c72
date added to LUP
2020-02-17 11:05:09
date last changed
2020-03-11 08:21:04
@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},
  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},
}