Speaker: Professor Rebekah Russell-Bennett
Title: Research in Practice - Co-designing nudges with customers to increase public transport use
Date: Thursday, 1 August 2024
Time: 12:30pm – 2:30pm
Venue: Building 21, PAP Moran, G058, Seminar Room
Alicia Gilchrist is the host of this visitor
Abstract
To drive societal change, we increasingly rely on individuals to make trade-offs between personal and societal benefit. Publictransportation is one example where individuals make choices for the benefit (or detriment) of themselves and society. There have been countless studies on encouraging individuals to use public transport but few that seek to understand the customer value proposition that motivates or inhibits behaviour. In this research, frameworks from marketing and behavioural economics were used to co-design nudges for four public transport personas with 25 public transport customers. This research was conducted in partnership with Queensland Department of Transport and Main Roads. This presentation will outline the co-design method which used an inspiration hunt and the results which include the customer experience dimensions preferred by each persona, the behavioural biases that create barriers to public transport use, customer journey maps and a set of nudges per persona using the EAST behavioural insights framework.
Bio
Professor Rebekah Russell-Bennett is the Associate Dean Research of the Faculty of Business, Government and Law at the University of Canberra. Rebekah gained her Ph.D in marketing from the University of Queensland Business School in 2001. She researches in the field of services marketing and social marketing and has generated more than $20m in external grant funding including co-leading the successful bid for Australia’s first ARC Industrial Transformation Training Centre (ITTC) in business. Rebekah is the immediate past co-editor of Journal of Services Marketing (Q1/A ranked) and founding editor of Journal of Social Impact in Business Research. She has published more than 300 peer-revied articles including 120 journal articles in peer-reviewed journals in Journal of Service Research, Industrial Marketing Management, Journal of Marketing Management, Journal of Business Research, Journal of Service Management, Psychology and Marketing and Journal of Brand Management. Rebekah has an h index of 47 and has over 20,000 citations. She has also successfully supervised 43 research students to completion and has an international reputation for excellence in supervision. Rebekah is the inaugural elected president of the Australian Association of Social Marketing and has achieved social impact through partnerships with the Commonwealth Department of Education, Australian Maritime Safety Authority, Queensland Department of Health, Australian Breastfeeding Association, Australian Red Cross Blood Service, Queensland Catholic Education Commission and Queensland Department of Transport. Rebekah is also the author of the leading Australasian consumer behaviour textbook.