Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Social and Behavioral Sciences
Social Marketing Applications And Transportation Demand Management: An Information Instrument For The 21st Century, Enda Mcgovern
Social Marketing Applications And Transportation Demand Management: An Information Instrument For The 21st Century, Enda Mcgovern
WCBT Faculty Publications
Concern has been expressed by planners and policy-makers that the “add capacity” strategy used in building more roads to resolve traffic-induced problems is no longer a feasible option. This article explores private transport behavior in understanding how users can be persuaded to adopt a more blended approach (i.e., integrating car, public transportation, and alternative modes on a daily basis). The research methodology adopted focus groups and travel diaries in presenting a number of social marketing message appeals aimed at inducing a change in participants’ travel behaviors. While weaknesses are identified in the social marketing materials, this research concludes that social …