The influence of poster prompts on stair use: The effects of setting, poster size and content

Objectives. There is evidence that poster prompts increase stair use. The p resent study was concerned with the effects of poster size, poster message, and setting on stair use. Design. Using a quasi-experimental design, four observational studies were undertaken in which stair and escalator use were logged during 2-week basel ine periods and 2-week intervention periods, Methods. In the first two studies, observations were undertaken in two shop ping centres (total N = 30,018) with the size of poster varying. In the oth er two studies (total N = 37,907), one in a shopping centre and one in a tr ain station, two poster messages were tested in both sites. Results. Pedestrian traffic volume was controlled for statistically. There were significant increases in stair use with A1- and A2-, but not A3-size p osters. Overall the two different poster messages were both effective in en couraging stair use. Interactions between gender and message setting, howev er, reflected the fact that the I stay healthy, save time' poster had littl e impact on female shoppers but was highly effective for female commuters. Conclusion. These results suggest that developers of health-promotion poste rs pay attention to poster size. They also indicate that it is insufficient to segment audiences by gender without considering the setting and motivat ional context.