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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

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3.1d Mind the Gap: Using Transit Advertising to Influence Consumer Attitudes Toward Climate Change

Friday, March 29, 2019 at 2:45 PM–4:15 PM CDT
1-Normandy A

Awareness and last-minute reminders dominate most out-of-home advertising research principally ignoring the medium’s ability to change attitudes. The authors develop an in-market, 14-month campaign using transit advertising to educate commuters about climate change and influence beliefs on the issue. Results from the study not only demonstrate an increase in brand and ad recognition but more importantly a significant change in attitudes toward climate change. However, attitude change is only evident through ad recognition and not brand recognition. Ad design and execution strategies are offered to improve the persuasive impact of out-of-home campaigns.

First & Corresponding Author

Rick Wilson, Texas State University
Authors in the order to be printed.

Rick Wilson, Texas State University; Jill Lohmeier, University of Massachusetts; David Lustick, University of Massachusetts; Bob Chen, University of Massachusetts

Additional Authors

Jill Lohmeier, University of Massachusetts
David Lustick, University of Massachusetts
Bob Chen, University of Massachusetts