Wilson, Hultquist, Peterson and Kendall – MARKETING CONVENTIONAL TRANSIT 1974

Description

This study tested low-cost promotion to attract noncaptive, middle-income riders to Cedar Rapids’ bus system, based on two premises: many middle-income residents lack information about transit, and direct initiation (a trial ride) is the best promotion. In a neighborhood sample, four treatments (free ride tickets, route map, informative letter, and combinations) plus a control were evaluated with pre/post questionnaires, onboard surveys, and daily ridership counts. Results showed most households lacked basic knowledge (route name, fare, schedule, stop). Promotional materials raised information levels but did not reliably convert knowledge into continued use. Free tickets stimulated trial use—about one-quarter of households used them and most returns were from ticket-only households—whereas tickets combined with mailed information were used less (possible junk-mail reaction or reactance). Aggregate boardings rose during the free-ride period and remained slightly above baseline thereafter. The authors conclude that inexpensive promotions and free trials can generate short-term ridership and awareness, but lasting mode shift likely requires service changes or deeper attitude shifts.