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The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing from the expanded societal view of marketing, this model aims to further understanding of the connection between consumer education and safety from a folk theories-of-mind perspective.

This paper utilizes a phased, mixed-methods and interdisciplinary approach which blends transportation research and marketing. First, a qualitative inquiry of 151 comments regarding child safety seats was conducted. Next, using the key themes and concepts, a quantitative model was derived and a proposed structural equation model on a sample of 217 respondents was tested.

Although consumers understand the importance of child safety seats and the ample potential harms associated with their misuse, this paper contributes to existing literature by showing that a high perceived price can offset potential experience with them, attitude toward them and future use of them.

Integrated marketing campaigns to increase safety practices regarding child safety can be framed from a “cost of a life” rather than a “cost of a seat” perspective.

This research contributes by highlighting the importance of perceived price as it weighs against safety in a quantitative model, showing that consumer education can increase usage intentions for critical products and offering a mixed-methods, interdisciplinary approach to reduce framing biases and address a topic of significant societal concern.

The aim of this paper is to identify the best marketing communications for policy messages that makes these messages acceptable and fair to the public. Within the context of the Vehicle Miles Traveled (VMT) tax, this paper examines how framing messages through the alternative perspective of tribalism can increase individual support towards the corresponding policy.

The paper uses a mixed methods approach. Study 1 uses a qualitative content analysis process based on grounded theory to identify the themes that surround 331 public comments on a transportation policy. Study 2 follows with two 2x2 quantitative factorial experiments to test specific hypotheses.

If messages are framed to address the collective losses of the political tribe for collective good, then they generate more favorable attitudes towards the policy, as opposed to the self-interest perspective.

This paper focuses on two political tribes: the collective good and self-interest. Additional research needs to address the other socially symbolic political tribes to develop the empirical research on the theory of tribalism.

The marketing of public policy based on traditional segmentation is limiting. Policy messages can be more salient if they are framed for the political consumption of the socially symbolic tribe.

A key contribution is that the paper is the first to use a mixed methods approach, with two studies that examine the effects of framing policy from a tribalism perspective.