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Lookup NU author(s): Dr Cristian Domarchi DomarchiORCiD, Professor Elisabetta Cherchi, Dr Quoc VuongORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
© 2026. Attitudinal change is an important factor in increasing electric vehicle (EV) acceptance and accelerating market adoption. In this paper we aim to understand the processes underlying changes in attitudes and preferences towards EVs by examining individual responses to narrative-based persuasion messages, which have been shown in psychological research as 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 messages. We analyse data from a “before-and-after” stated choice (SC) experimental survey, administered to a sample of vehicle owners in England. Participants first completed an SC experiment and an attitudinal questionnaire. In a follow-up survey, respondents 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 findings confirm that participants respond more strongly to positive information about EVs than to negative messages. We also find that the adverse impact of unfavourable messaging about EVs can be partially mitigated by providing positive information. Overall, our results show that narrative messages can be effective in changing attitudes and preferences toward EVs, contrasting with the outcomes typically observed with advocacy-based messages. These results can therefore help shape policy measures to support the transition toward sustainable mobility.
Author(s): Domarchi C, Cherchi E, Vuong QC
Publication type: Article
Publication status: Published
Journal: Transportation Research Part A: Policy and Practice
Year: 2026
Volume: 212
Print publication date: 01/10/2026
Online publication date: 16/07/2026
Acceptance date: 09/07/2026
Date deposited: 03/08/2026
ISSN (print): 0965-8564
ISSN (electronic): 1879-2375
Publisher: Elsevier Ltd
URL: https://doi.org/10.1016/j.tra.2026.105155
DOI: 10.1016/j.tra.2026.105155
Data Access Statement: Data will be made available on request.
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