Rational and Emotional Advertising for Sustainable Transportation

Experimental Analysis of Persuasion Through Normative Appeals

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DOI:

https://doi.org/10.62161/sauc.v12.6109

Keywords:

Sustainable transport, Green advertising, Persuasion, Social norms, ELM

Abstract

Urban transportation constitutes an environmental problem due to its contribution to pollution and its effects on health. This study examined the influence of rational messages (central route of the ELM) and emotional messages (peripheral route), combined with social norms, on attitudes toward sustainable transportation advertising and intentions to use sustainable transportation in Bogotá, Colombia. An experimental design was employed with 240 participants (120 women and 120 men) who were exposed to graphic advertisements. Results showed that emotional messages generated more favorable attitudes and stronger usage intentions, particularly when combined with subjective norms. Women reported stronger usage intentions when exposed to emotional messages and subjective norms, whereas among men, altruism was associated with stronger usage intentions. These findings highlight the importance of considering gender, persuasion strategies, and social norms when designing advertising strategies aimed at promoting sustainable mobility.

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Published

2026-09-03

How to Cite

Marroquin-Ciendua, F., Sánchez Cid, M., & Cuevas-Molano, E. (2026). Rational and Emotional Advertising for Sustainable Transportation: Experimental Analysis of Persuasion Through Normative Appeals . Street Art & Urban Creativity, 12(5), 1–21. https://doi.org/10.62161/sauc.v12.6109

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Vol. 12 No. 5 (2026)

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Research articles

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