Application of psychological principles to promote travel behaviour change

Travel demand oriented policies aimed at increasing the sustainability of urban transport often face the problem of overcoming unsustainable behaviour patterns that are principally centred around the car and largely dominated by routine choices that do not take sustainability considerations into account. However, current research has shown that information-based campaigns, including the use of incentives, are by and large insufficient for stimulating behavioural change of lasting effect. In this context, social psychology offers a series of six specific persuasion techniques that are equally suitable for private sector marketing as for community based social marketing strategies and that are able to reach beyond the mere raising of awareness and knowledge. In the context of the recent travel behaviour change policies implemented in different metropolitan areas of Australia, the present paper proposes a number of ways in which the six persuasion principles can be systematically introduced into the design of such policies in order to increase response by the target population and in order to secure a lasting reduction in vehicle kilometres travelled. (a)


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  • Accession Number: 01011384
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Dec 19 2005 3:07PM