Understanding How to Motivate Communities to Support and Ride Public Transportation (2008) / Chapter Skim
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Pages 70-76
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From page 70... ...
The power of each variable in leading to support is expressed in a number, called a "beta coefficient." Differences in their magnitude are an indication of their relative power, and the sign of the value (positive or negative) indicates if the variable has a positive relationship with support behaviors or a negative relationship.
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From page 71... ...
The Self-Involved, the converse of Society DoGooders, are practically at opposite poles with respect to transit-support behaviors. Thus the segment of Society DoGooders is an important target to understand for communication themes.
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From page 72... ...
These findings are summarized in Figures 17 and 18. 72 4 4 4 4 -4 -5 -5 6 -6 6 6 8 10 10 -11 -12 16 17 24 # Kids Hispanic High Density Transit Attribute Ratings: Works High School Graduate Overall Rating Of Local Public Canadian # Adults Age Transit Attribute Ratings: For Community Employed Income Transit Attribute Ratings: Green Values Segment: Society Do-Gooders Favorability Rating of Driving Own Car Values Segment: Self-Involved Transit Information Seeking Transit Attribute Ratings: For You Transit Usage Relative power in driving support, positively or negatively.
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From page 73... ...
73 3 3 -3 -3 3 -4 4 4 -5 5 -5 6 -6 6 9 -9 10 11 -11 11 14 17 -17 17 29 Student # Kids Canada Importance Segment: Good For Us - Mobility Hispanic Male Importance Segment: Good For Us - Ecology Live in Apartment High School Graduate College Graduate Rating of transit in area Employed Full Time Age Transit Attribute Ratings: For Community # Adults # Cars High Density Transit Attribute Ratings: Green Favorability Rating of Driving Own Car Income Values Segment: Society Do-Gooders Transit Attribute Ratings: For You Values Segment: Self-Involved Transit Information Seeking Transit Usage Relative power in driving support, positively or negatively. Figure 12.
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From page 74... ...
74 8 -8 10 11 13 14 16 -21 22 Favorability Rating of Public Transportation Favorability Rating of Driving Own Car Male Transit Attribute Ratings: For Community Values Segment: Society Do-Gooders Transit Information Seeking # Kids Values Segment: Self-Involved Bus Usage Relative power in driving support, positively or negatively. -1 -1 -1 -1 2 2 -2 -2 2 3 -4 -4 5 -5 7 7 8 -8 11 11 14 15 19 -22 23 Transit Attribute Ratings: Evacuation Importance Segment: Works Importance Segment: Good For Us - Ecology Live in a House Home Maker College Graduate # Minutes walk to stop Importance Segment: Good For Us - Mobility Transit Attribute Ratings: Green Transit Attribute Ratings: For You # Cars # Minutes by car to stop Transit Usage Age Live in a Apartment Education Favorability Rating of Public Transportation Favorability Rating of Driving Own Car Male Transit Attribute Ratings: For Community Values Segment: Society Do-Gooders # Kids Transit Information Seeking Values Segment: Self-Involved Bus Usage Relative power in driving support, positively or negatively.
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From page 75... ...
75 8 -8 14 -16 17 19 19 19 24 # Adults Black Income Importance Segment: Good For Us Mobility Values Segment: Society Do-Gooders Transit Attribute Ratings: For You Transit Attribute Ratings: Green Transit Information Seeking Transit Usage Score Relative power in driving support, positively or negatively. -1 2 -2 -3 -3 3 3 -3 -3 -3 4 -4 4 5 -7 -7 -9 14 15 19 19 -19 20 21 28 Employed Full Time Bus Usage Score Male # Kids Values Segment: Self-Involved Live in an Apartment Education Importance Segment: Works High School Graduate Hispanic Home Maker # Minutes by car to stop Values Segment: The World And Me Importance Segment: Good For Us - Ecology # Minutes walk to stop # Cars Black Income # Adults Transit Attribute Ratings: For You Transit Attribute Ratings: Green Importance Segment: Good For Us - Mobility Transit Information Seeking Values Segment: Society Do-Gooders Transit Usage Score Relative power in driving support, positively or negatively.
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From page 76... ...
76 -7 8 9 9 10 -12 -15 16 16 24 Age # Cars Employed Transit Attribute Ratings: Green Values Segment: Society Do-Gooders Favorability Rating of Driving Own Car Values Segment: Self-Involved Transit Information Seeking Transit Attribute Ratings: For You Transit Usage Score Relative power in driving support, positively or negatively. 1 1 -2 2 -2 -2 -2 -2 -2 3 3 -3 4 -5 6 6 -7 9 9 -12 13 16 18 -19 30 Values Segment: Apathetics Student Importance Segment: Works Income White # Cars Values Segment: Walkers, Not Talkers Train Usage Score Importance Segment: Good For Us - Mobility Importance Segment: Good For Us - Ecology College Graduate Male # Adults # Minutes walk to stop Education Live in an Apartment Age Employed Transit Attribute Ratings: Green Favorability Rating of Driving Own Car Values Segment: Society Do-Gooders Transit Information Seeking Transit Attribute Ratings: For You Values Segment: Self-Involved Transit Usage Score Relative power in driving support, positively or negatively.
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