Super-tailoring: Using self-persuasion to reduce drivers’ car use

Abstract

Car use is a common travel mode in many societies but it has negative impacts on the environment and public health. There have been various interventions to reduce car use but self-persuasion has not been tested as a potential intervention. Self-persuasion involves asking people to generate arguments in favour of a specific issue. Our goal was to investigate the effectiveness of self-persuasion in changing drivers’ car use attitudes and behaviours. A sample of New Zealand drivers (n = 183) completed two online questionnaires; one immediately after and one at least 2 weeks after the intervention. We randomly assigned the drivers to one of three conditions: self-persuasion (generating arguments on the benefits of reducing car use), direct-persuasion (reading arguments on the benefits of reducing car use), and control (completing a different travel-related task). There were no significant differences between the three groups of drivers on car use intentions for commuting trips, weekly car use for commuting and non-commuting trips, or attitudes towards reducing car use. We attributed the ineffectiveness of self-persuasion to the average quality of arguments generated, the effortful nature of reducing car use, and the COVID-19 situation in New Zealand. Although self-persuasion may not be an appropriate intervention in the travel behaviour domain, future research needs to continue identifying new ways to reduce car use to reduce its detrimental effects.

Keywords

• Self-persuasion
• Message tailoring
• Elaboration likelihood model
• Argument generation
• Mode choice
• Car use