Pssst... Fietscultuur kopen?
DOI:
https://doi.org/10.21825/agora.v26i4.2433Abstract
De fiets kan een belangrijke rol spelen in de transitie naar duurzamere steden. Om meer mensen te laten fietsen wordt vaak gefocust op harde maatregelen, zoals infrastructuur. Als er al over promotie wordt nagedacht, is dit vooral gericht op rationele aspecten. Een aantal voorbeelden laat zien, dat juist het inspelen op emoties een kansrijke strategie is.References
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Pucher, J., and R. Buehler (2008). Making Cycling Irresistible: Lessons from The Netherlands, Denmark and Germany.Transport Reviews, 28, 4, pp. 495-528.
Reuter, O. (2010), Kopf an, Motor aus: Monitoring der Kampagne 2009, Wuppertal Institut
Rietveld, P. & V. Daniel (2004), Determinants of bicycle use: do municipal poli- cies matter? Transportation Research A: Policy and Practice, 38, 7, pp 531-550
Welborn Nichols, J. (1993); Marketing Basics; [online] available at: <http:// www.tenonline.org/art/mm1.html>; [21-07-2009] 734-429-2267
Orwig, K. (2008); Rational Appeals versus Emotional Appeals in Advertising and Marketing Communication;[online] beschikbaar op: http://www.orwig.net/articles/rational_emotl/rational_emotl.html
O’Shaughnessy, J. O’Shaughnessy, N.J.(2003)The marketing power of emotion. Oxford: Oxford University Press, Inc.
De Pelsmacker, P (2001), Marketing communications Pearson Education, Harlow
Pollay, R.W. (1999[1983]) in Albers-Miller, N.D.& Royne Stafford, M. (1999): An international Analysis of emotional and rational appeals in services versus goods advertising, Journal of consumer marketing vol. 16, no 1, pp 42-57
Pucher, J., and R. Buehler (2008). Making Cycling Irresistible: Lessons from The Netherlands, Denmark and Germany.Transport Reviews, 28, 4, pp. 495-528.
Reuter, O. (2010), Kopf an, Motor aus: Monitoring der Kampagne 2009, Wuppertal Institut
Rietveld, P. & V. Daniel (2004), Determinants of bicycle use: do municipal poli- cies matter? Transportation Research A: Policy and Practice, 38, 7, pp 531-550
Welborn Nichols, J. (1993); Marketing Basics; [online] available at: <http:// www.tenonline.org/art/mm1.html>; [21-07-2009] 734-429-2267
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2010-12-01
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