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Annual Conference 2019
March 28–31, 2019
Marriott City Center, Dallas, TX
Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.
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3.1d Mind the Gap: Using Transit Advertising to Influence Consumer Attitudes Toward Climate Change
Abstract
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