How effective are narrative messages in changing attitudes and preferences for electric vehicles? A before-and-after stated choice experiment

Abstract

Attitudinal change is an important factor in increasing electric vehicle (EV) acceptance and accelerating their market adoption. This paper aims to understand the processes underlying changes in attitudes and preferences towards EVs by examining individual responses to narrative-based persuasion messages, which psychological research has shown to be an effective technique to change attitudes. To represent the diversity of information individuals may encounter, we investigate the role of appeal (rational vs. emotional) and type (positive vs. negative) in narrative messages. We analyse data from a “before-andafter” stated choice (SC) experiment administered to a sample of vehicle owners in England. Participants first completed an SC experiment and an attitudinal questionnaire. In a follow-up survey, participants allocated to experimental groups were exposed to a narrative-based message about EVs before repeating the SC experiment and attitudinal questionnaire, while a control group received no messages. Our results demonstrated that narrative messages can be effective in changing attitudes and preferences toward EVs. These results can therefore help shape policy measures to support the transition toward sustainable mobility.