PERCEIVED RISK: THE KEY TO TRANSIT TRIAL

Increasing public transit ridership must involve creative marketing that will reduce the non-users perceived risk of using public transit. Perceived risks in transit riding include the possible risk of time loss, of hazards, of ego loss and of money loss. These can be off set by marketing techniques of endorsements, brand loyalty, private testing, free samples, money back guarantees and word of mouth. A blunt attack on misconceptions about public transit is not advocated but rather a less direct marketing approach is needed if the perceived risk can be reduced, more people might make the decision to try public transit.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/oclc/1761945
• Corporate Authors:

  American Transport Association

  Suite 2900, 465 l'Enfant Plaza West, SW
  Washington, DC  United States  20024
• Authors:
  • Cutler, F G
• Publication Date: 1975-10-24

Media Info

• Features: Photos;
• Pagination: p. 6-7
• Serial:
  • Passenger Transport
  • Volume: 33
  • Issue Number: 43
  • Publisher: American Public Transportation Association
  • ISSN: 0364-345X

Subject/Index Terms

• TRT Terms: Costs; Decision theory; Hazards; Marketing; Psychology; Public transit; Ridership; Risk assessment; Time
• Old TRIS Terms: Time factor
• Subject Areas: Finance; Highways; Planning and Forecasting; Public Transportation; Safety and Human Factors;

Filing Info

• Accession Number: 00127668
• Record Type: Publication
• Files: TRIS
• Created Date: Mar 10 1981 12:00AM