Enhancing the effectiveness of travel awareness campaigns via the inclusion of theoretical-based content.

Carreno, Michael, Gauce, Kristina and Welsch, Janina (2011) Enhancing the effectiveness of travel awareness campaigns via the inclusion of theoretical-based content. In: The 8th International Conference on Environmental Engineering (8th ICEE) – Selected Papers. Vilnius Gediminas Technical University Press “Technika” 2011, Vilnius, Lithuania, pp. 879-885. ISBN 978-9955-28-831-2

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Travel awareness campaigns are one of the most commonly used ‘mobility management interventions’, which aim to change individuals’ travel choices and behaviour to more sustainable transport modes. However, despite the widespread uptake of this measure and associated costs, the extent to which awareness campaigns work, and also how they can be best designed to increase their effectiveness, remains unclear. We begin by providing an overview of current understanding of individuals’ modal choice decision making processes, and how this knowledge can be applied to the design of awareness campaigns. To illustrate the benefits of including psychological-based content in the design of travel awareness messaging, an overview of a theoretical-based randomised controlled personalised travel planning intervention study conducted in Hammersmith, UK, is presented. The results obtained show that those people who were exposed to theoretical-based materials reported a significantly greater change in behaviour and theoretical stage-movement, compared to those who received non-theoretical materials and also the control group. Based on the results of this study, we conclude by suggesting how future awareness campaigns can be improved via the inclusion of theoretical-based content.

Item Type: Book Section
ISBN: 978-9955-28-831-2
Uncontrolled Keywords: Travel awareness; 'mobility management interventions’; behavioural change; sustainable travel choice;
University Divisions/Research Centres: Edinburgh Napier University, Transport Research Institute
Dewey Decimal Subjects: 300 Social sciences > 380 Commerce, communications & transportation > 388 Transportation; ground transportation
Library of Congress Subjects: H Social Sciences > HE Transportation and Communications
Item ID: 4625
Depositing User: Computing Research
Date Deposited: 14 Sep 2011 08:46
Last Modified: 14 Sep 2011 08:46

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