Proud to go electric: Overcoming perceived functional barriers to EV adoption through congruent messaging frames

IF 3.5 2区工程技术 Q1 PSYCHOLOGY, APPLIED

Transportation Research Part F-Traffic Psychology and Behaviour Pub Date : 2025-05-24 DOI:10.1016/j.trf.2025.05.019

Rory Mulcahy, David Fleischman, Margarietha J de Villiers Scheepers, Nicolas Reichenbach

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引用次数: 0

Abstract

Growing reports indicate a slowdown in electric vehicle (EV) sales, particularly among consumers yet to embrace this sustainable transportation option. A key functional barrier to adopting EVs relates to infrastructure, maintenance, and range anxiety issues. This study explores how marketing can address this barrier by framing messages to evoke anticipated pride in owning an EV, thus reducing range anxiety, charging inconvenience, and ultimately increasing purchase intentions. Grounded in construal level theory and affect-as-information theory, the study employs an online experiment with 223 Australian consumers yet to purchase an EV. Results reveal that concrete, self-targeted messages yield greater purchase intentions, driven by increased anticipated pride in ownership and reduced perceived functional barriers. These findings underscore the importance of framing in marketing messaging to encourage EV adoption and offer practical implications for EV brands and policymakers.

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以电动汽车为傲：通过一致的消息框架克服电动汽车采用的功能性障碍

越来越多的报告显示，电动汽车（EV）的销售正在放缓，尤其是在尚未接受这种可持续交通选择的消费者中。采用电动汽车的一个关键功能障碍涉及基础设施、维护和里程焦虑问题。本研究探讨了营销如何通过构建信息来唤起人们对拥有电动汽车的预期自豪感，从而减少里程焦虑、充电不便，最终提高购买意愿，从而解决这一障碍。该研究基于解释水平理论和影响作为信息理论，对223名尚未购买电动汽车的澳大利亚消费者进行了在线实验。结果显示，具体的、自我定位的信息产生了更大的购买意愿，这是由对所有权的预期自豪感增加和感知功能障碍减少所驱动的。这些发现强调了营销信息框架的重要性，以鼓励电动汽车的采用，并为电动汽车品牌和政策制定者提供了实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Transportation Research Part F-Traffic Psychology and Behaviour Multiple-

CiteScore

7.60

自引率

14.60%

发文量

239

审稿时长

71 days

期刊介绍： Transportation Research Part F: Traffic Psychology and Behaviour focuses on the behavioural and psychological aspects of traffic and transport. The aim of the journal is to enhance theory development, improve the quality of empirical studies and to stimulate the application of research findings in practice. TRF provides a focus and a means of communication for the considerable amount of research activities that are now being carried out in this field. The journal provides a forum for transportation researchers, psychologists, ergonomists, engineers and policy-makers with an interest in traffic and transport psychology.