Cycling & Society Symposium

As we come to end of the first stages of our experimental work on sustainable transport communications, we are looking forward to showcasing our project at a number of prestigious conferences and events. On the 6th September, Sam Bennett (Research Assistant) presented the findings of our experiment on effective argument design for “pro-cycling” communications at the annual Cycling & Society Symposium, UWE.

The presentation explored differences in the way people evaluate short arguments, and the ways in which these differences might be used to tailor travel communications and target individuals for the purposes of behaviour change. Sam summarised the main findings of the research and explained how they could inform the development of new persuasive technologies (i.e. mobile apps) that hoped to encourage the uptake of cycling as a form of transportation. The use of persuasive technologies was a popular topic at this year’s Cycling & Society Symposium and drew some interesting discussion with fellow attendees about how to implement messaging effectively in apps. Sam also hinted at some possible future directions for the ADAPT project, suggesting that it will be necessary to start measuring actual travel behaviour to further our understanding of the effectiveness of tailored messaging. Much of the next stage of our experimental work will likely focus around this issue and there was a lot of discussion between Sam and other attendees on the best way to do this.

We are now currently in the process of writing-up the results of our first experimental work with the aim of publishing the findings presented at the Cycling & Society Symposium in early 2019. In the meantime, work begins on our next set of experiments exploring effective transport messages and Sam will be off to present the poster “Effective Targeting of Pro-Walking Messages: Arguments, Attitudes and Values” at the Walk21 conference in Bogota, Colombia on the 18th October.