This paper considers whether a programme designed to influence individual driver behaviour could be adapted for mass media use. A series of experiments were carried out using televised scenes which contained varying degrees of blameworthiness and severity. A control experiment was carried out using a questionnaire that required judgement of a number of driver perceptions and intentions. In subsequent experiments subjects were shown a video before they a) answered the questions; b) imagined they were involved in the scenes before answering the questions; c) answered the questions after a time delay; or d) assessed the severity of blameworthinness, effectiveness and realism of the video. The videos were found video. The videos were found to be effective in modifying responses, particularly when the driver felt involved. Realism was also found to be important.
Abstract