Positiva emotioner i marknadsföringen av kollektivtrafik
On the behalf of the European commission suggestions were made on how to increase the usage of public transportation in cities in Europe. A suggestion on how to make public transportation more popular was to use more emotions when marketing public transportation. However, according to theory emotional marketing is best suited for products that have a more hedonic character which public transportation does not usually have. The aim of this report was to investigate if emotional marketing could have a more positive effect on the attitude toward public transportation than less emotional marketing. Ads for the metro in Stockholm were made and it was tested to what degree they conveyed positive emotions. A survey containing questions about the attitude towards the Stockholm metro and the intentions of taking the Stockholm metro was then conducted. Half of the people taking the survey were before answering the questions asked to look at an ad that had been rated high on the emotional scale and the other half was shown a more emotionally neutral ad. Using a confidence interval of 90% it could not be shown that there was any difference in attitude towards the metro between those who had been shown the more emotional add and those who had been shown the less emotional add, however the intentions on taking the metro were lower for those who had seen the more emotional ad. Both groups were very positive to the Stockholm metro and had high intentions of using it.