Article2005

Using the six principles of persuasion to promote travel behaviour change : findings of a TravelSmart pilot test

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Transportation Planning and Optimization Environmental Education and Sustainability Transportation and Mobility Innovations

Abstract

Social psychology offers a series of six specific persuasion techniques that, based on deeply seated human needs, seem to be equally suitable for private sector marketing as for community based social marketing strategies, and which are able to reach beyond the mere raising of awareness and knowledge. Set in the context of travel behaviour change, the principal objective of this research project is to explore in which way these persuasion principles can be translated into practical communication and social marketing strategies in order to increase the personal involvement of a target population in a TravelSmart campaign. (a) For the covering entry of this conference, please see ITRD abstract no. E213716.

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