Public transportation and marketing: Experimental studies on the influence of multiple motives

In this project, we have examined both how the public transport sector works strategically with its communication and what types of messages may be effective for different types of travellers in encouraging greater interest in using public transport. The project has developed a range of messages aimed at different target visions, which were then tested on various traveller segments through experimental studies. The results show that public transport authorities face several challenges related to how they work strategically with their communication. Further details on this can be found in the K2 report Marknadsföring och varumärken i kollektivtrafiken: Rapport från en kvalitativ studie. The results from the second part of the project show that different types of communication about public transport have varying effects on how the public transport brand is perceived — for example, regarding positive and negative messages, as well as messages based on emotional, normative, and functional communication. More about this part can be found in the K2 report Olika annonsers effekt på potentiella resenärers attityder och intentioner: Rapport från en experimentell studie, as well as in forthcoming scientific publications.