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

机译：营销信息对减少不同细分私人汽车使用的动机的影响

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摘要

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.
机译：本研究探讨了促进可持续运输的营销信息和报告的动机，以减少不同细分市场的私人汽车。进行了一个针对瑞典中的1300名居民样本的偏好调查，并使用探索因子分析来识别一组19个营销信息的基础维度。自我效能和集体疗效被定义为潜在因子，并且后者被发现是所有细分市场的更好动机。然而，对于最多的汽车倡导部分，因素（自我和集体疗效）在诱导任何报告的动机时不成功，以减少私人汽车使用。同化偏见似乎影响了受访者对营销信息的解释。

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