Authors: Susan A. Shaheen, Ph.D Caroline J. Rodier, Ph.D
Published: March, 2007
Abstract: In this study, the authors applied principles of social learning and marketing to develop a transit training video for residents of the Rossmoor senior adult community in California. The video features familiar community members successfully navigating specific concerns and problems related to transit use in accessing key community destinations (shopping, health care, and the nearest Bay Area Rapid Transit district station). To evaluate the effectiveness of the video, residents were recruited to complete questionnaires before and after viewing it. Video messages aimed to educate viewers on how to obtain transit information, costs, and payment generated a significant and positive attitudinal change. However, respondents reported that the video did not adequately address the difficulties associated with reading schedules and climbing stairs at transit stations. Survey results also indicate a significant and positive change in respondents’ future use of a broader range of Internet-related information sources. The results also reveal a significant and positive change among respondents in using transit services to the specific destinations presented in the video. However, results are mixed on whether participants might take transit to general destinations not explicitly presented in the video.