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

Description

This 10-page academic paper, “Marketing Conventional Transit: Information Provision and Introductory Rewards,” was authored by Eugene M. Wilson, John F. Hultquist, Stanley J. Peterson, and Kenneth W. Kendall from the University of Iowa, and published in TRANSPORTATION RESEARCH RECORD NO. 519 in 1974. Offering foundational insights into transit marketing strategies, it investigates how low-cost promotional efforts, including information and free tickets, can attract non-captive riders. The study, based in Cedar Rapids, Iowa, includes empirical data summarized in two tables and one figure, providing concrete evidence on knowledge gaps and behavioral responses. Supported by the Urban Mass Transportation Administration, this document remains a significant historical resource, detailing the psychological aspects of mode choice and the enduring challenge of increasing public transit patronage through targeted public education and introductory incentives.