Advanced Search
MyIDEAS: Login to save this article or follow this journal

Promoting public transport as a subscription service: Effects of a free month travel card

Contents:

Author Info

  • Thøgersen, John
Registered author(s):

    Abstract

    Newspapers, book clubs, telephone services and many other subscription services are often marketed to new customers by means of a free or substantially discounted trial period. This article evaluates this method as a means to promote commuting by public transport in a field experiment and based on a solid behavioural-theoretical framework. By measuring important antecedents and mediators, the applied approach offers important insights not only on what behavioural outcomes were produced by the intervention, but why they were produced. Copenhagen car owners received a free month travel card, either alone or together with a customised travel plan or a planning intervention. A control group receiving no intervention was also included. Attitudinal variables, car habits and travel behaviour were measured before and immediately after the intervention and again six months later. The only intervention that had an effect was the free month travel card, which led to a significant increase in commuting by public transport. As expected, the effect was mediated through a change in behavioural intentions rather than a change in perceived constraints. As expected, the effect became weaker when the promotion offer had expired, but an effect was still evident five months later. Possible reasons and implications of this are discussed.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.sciencedirect.com/science/article/B6VGG-4XJ13PN-1/2/6451e02dce4668a689223a6b48169064
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by Elsevier in its journal Transport Policy.

    Volume (Year): 16 (2009)
    Issue (Month): 6 (November)
    Pages: 335-343

    as in new window
    Handle: RePEc:eee:trapol:v:16:y:2009:i:6:p:335-343

    Contact details of provider:
    Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/30473/description#description

    Order Information:
    Postal: http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
    Web: https://shop.elsevier.com/order?id=30473&ref=30473_01_ooc_1&version=01

    Related research

    Keywords: Car use habits Public transport Economic incentive Field experiment;

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Bonsall, Peter, 2009. "Do we know whether personal travel planning really works?," Transport Policy, Elsevier, vol. 16(6), pages 306-314, November.
    2. Satoshi Fujii & Ryuichi Kitamura, 2003. "What does a one-month free bus ticket do to habitual drivers? An experimental analysis of habit and attitude change," Transportation, Springer, vol. 30(1), pages 81-95, February.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Cohen, Tom, 2009. "Evaluating personal travel planning: If it is prohibitively expensive to get a robust answer then what should we do?," Transport Policy, Elsevier, vol. 16(6), pages 344-347, November.
    5. Jörgen Garvill & Agneta Marell & Annika Nordlund, 2003. "Effects of increased awareness on choice of travel mode," Transportation, Springer, vol. 30(1), pages 63-79, February.
    6. Pieters, R., 1991. "Changing garbage disposal patterns of consumers: Motivation, ability, and performance," Open Access publications from Tilburg University urn:nbn:nl:ui:12-378590, Tilburg University.
    7. Thøgersen, John, 2006. "Understanding repetitive travel mode choices in a stable context: A panel study approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 40(8), pages 621-638, October.
    8. John Thøgersen & Berit Møller, 2008. "Breaking car use habits: The effectiveness of a free one-month travelcard," Transportation, Springer, vol. 35(3), pages 329-345, May.
    9. Chatterjee, Kiron, 2009. "A comparative evaluation of large-scale personal travel planning projects in England," Transport Policy, Elsevier, vol. 16(6), pages 293-305, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Redman, Lauren & Friman, Margareta & Gärling, Tommy & Hartig, Terry, 2013. "Quality attributes of public transport that attract car users: A research review," Transport Policy, Elsevier, vol. 25(C), pages 119-127.
    2. Tørnblad, Silje H. & Kallbekken, Steffen & Korneliussen, Kristine & Mideksa, Torben K., 2014. "Using mobility management to reduce private car use: Results from a natural field experiment in Norway," Transport Policy, Elsevier, vol. 32(C), pages 9-15.
    3. Schmitt, Lorelei & Currie, Graham & Delbosc, Alexa, 2013. "Measuring the impact of unfamiliar transit travel using a university access survey," Transport Policy, Elsevier, vol. 30(C), pages 301-307.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eee:trapol:v:16:y:2009:i:6:p:335-343. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.