The central question of this study, which is to be assigned to the field of nonprofit-(social-)marketing, can be summarized as follows: "How can the most important aspects, when concepting a successful nonprofit-marketing-strategy, be efficiently analysed, on the basis of a behavioural model?" To this purpose an "acceptance model" was developed. This model served as the basis for an analysis of acceptance of traffic restraint measures, as also for the investigation of the effect of a design of a traffic safety advertisement. In the framework of this study, 1652 persons were questioned in Vienna. Apart from numerous concrete factual results attitude towards driving/traffic system, acceptance of speed reduced areas, etc.), the following fundamental findings are to be displayed: The model of acceptance in the present form is very well suitable as a basis for extensive analyses of acceptance and can explain a lot of inconsistences between attitude and behaviour. In this connection, it may be referred to the high rating of "identification" in the model of acceptance, as also to the "prisoners dilemma game approach" as a condition of acceptance. The initial conception of a stage model of acceptance was replaced , because of the empirical results, by a "profile of acceptance" with the connected, but not hierarchically ordered dimensions "consent", "wish of realisation", "behavioural intention" "behaviour". (A)
Abstract