Long-term evaluation of individualized marketing programs for travel demand management
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2010-07-01
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Alternative Title:Long term evaluation of individualized marketing programs for TDM
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Edition:Final research report.
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Abstract:This research examines the use of individualized marketing as a transportation demand
management (TDM) strategy, using the City of Portland’s SmartTrips program. This research
project has two specific aims: (1) to evaluate whether the benefits of these individualized
marketing programs continue to at least one year after the project ends; and (2) to examine
whether the theory of planned behavior (TPB) can help explain the behavior changes identified.
Surveys of residents conducted one or two years after the original program found that the share of
daily trips made driving alone, walking, and bicycling were comparable to that found in the
previous follow-up surveys, still significantly lower (for driving alone) or higher (for walking and
bicycling) than the pre-surveys. This may indicate that the SmartTrips program was effective at
changing behavior for a longer time period than previously measured. The theory of planned
behavior (TPB) models were effective at explaining travel behavior. The models showed that
attitudes, social norms, and perceived behavioral control explain a large share (45-55%) of the
variance in travel behavior. The relative influence of each component of the model differed some
by mode.
The findings support previous research that individualized marketing programs can be effective at
changing people’s travel behavior. The findings indicate that the benefits of the programs may
extend beyond one year and up to at least two years. However, the research also found that the
programs may not be as effective in environments that are less conducive to walking, bicycling,
and transit. The research also found that that attitudes, norms, and perceptions play a large role in
travel decisions. To be most effective, individualized marketing programs need to influence these
factors, though efforts that focus on social norms to influence travel behavior may be less
effective than those that include attitudinal and behavioral control components. Sensitivity to
regional characteristics and the specific travel mode that is the target of interest is also warranted.
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