A segmentation approach to examine responsiveness to print messages aimed at promoting utilitarian cycling

Changes in transportation habits are urgently needed to develop sustainable societies. To date, very little is known regarding communication processes in the field of transportation research. The aim of this study was to examine the responsiveness of four types of segments to attitudinal, self-efficacy, and self-regulation print messages aimed at promoting utilitarian cycling. This study is a secondary analysis from a 2X2X2 factorial online experiment. The data of 417 participants who completed the experiment at T 1 were used in the present study. A behaviour-based segmentation approach was used to identify segments, and a thought-listing procedure was applied to measure responsiveness (number and valence of thoughts). Perceptions (attitudes, beliefs, environmental values, etc.). Intentions and past cycling behaviour were self-reported in the baseline questionnaire (T 0 ). The already-in segment clearly held more positive perceptions toward utilitarian cycling and shares some similarities with the ambivalent segment. Segments were not significantly different on the number of thoughts generated ( p = 0.44), and a trend was observed for valence ( p = 0.07). A contrast analysis showed that the valence of thoughts was different between the inactive (M = 0.05, SE = 0.08) and the ambivalent (M = 0.45, SE = 0.14, p = 0.02) segments. The findings of this study highlighted some opportunities to increase the prevalence of utilitarian cycling, particularly among the ambivalent segment. More importantly, results showed that some groups of the population are likely to react more negatively to persuasive messages, highlighting the need to carefully design messages to avoid backfire effects. • Understanding communication processes is central to effectiveness. • Segmentation supports the design of tailored and appropriate messages. • The thought listing procedure assess cognitive responses to messages. • Segments differ on characteristics and responsiveness to persuasive messages.