Overcoming the self‐image incongruency of non‐cyclists
Leonard, S., Spotswood, F. and Tapp, A. (2012) Overcoming the self‐image incongruency of non‐cyclists. Journal of Social Marketing, 2 (1). pp. 23-36. ISSN 2042-6763 Available from: http://eprints.uwe.ac.uk/24620
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Publisher's URL: http://dx.doi.org/10.1108/20426761211203238
Purpose – The image of cyclists has been increasingly recognised as an important factor in social marketing programmes aimed at increasing cycling. The purpose of this paper is to present findings from a multi‐stage research project exploring image incongruencies between cyclists and non‐cyclists in the UK. Design/methodology/approach – The theoretical framework of self‐image congruency was used to explore a possible “image gap” between the current image(s) of cyclists and the self concept of the GB population. The first stage of the research was a quantitative nationally representative survey of 3,855 British adults. The second phase involved a qualitative study involving ten in‐depth interviews and nine focus groups (n=60) exploring the image of cyclists with groups of non‐cyclists, lapsed cyclists, occasional cyclists, sports cyclists and utility cyclists. Findings – Quantitative findings indicated that a gap exists between the perceived image of cyclists by GB adults and their collective self concept. Qualitative findings suggested that cyclists images were frequently viewed as negative or sometimes “out of reach” for non‐cyclists. Research limitations/implications – Social marketers have a role to play in overcoming self‐image incongruencies of this type. The authors' intention was to enable social marketers to encourage non‐cyclists to view cycling in a more positive light by encouraging a perceptual shift in their image of cyclists in the UK. The implication is that this would form a bridging mechanism that narrows the gap between non‐cyclists' current image of cyclists and their image of themselves. Originality/value – This work prompts reflections on the nature of self‐image congruency within the social marketing field. Initial observations are made as to the contribution that self‐image congruency may play in behaviour change.