On April 5, 2023, Mahmooda Khaliq Pasha (USF’s College of Public Health) and Philip Winters (CUTR) conducted a workshop, “Making It Stick: Improving effectiveness of Commuter Assistance Program (CAP) communication messages and materials using neuromarketing”, as part of the Florida Commuter Transportation Summit. Neuromarketing is the study of how the brain responds to marketing and advertising to improve the delivery of the messages and the likelihood of follow-through on the calls to action. Marketing commuter assistance programs have primarily focused on how to get the word out about travel options and where to place those advertisements to reach the largest audience. Less attention is paid to what goes where on the advertising page to increase the likelihood the commuter will act on the message, and this workshop explained more about placement significance in messaging.
