This report describes a series of studies investigating the usefulness of a range of strategies in attempting to change drivers' attitudes towards speeding, and a selection of other driving violations. The first study showed that measurable attitude change could be achieved by having recipients think seriously about the content of an anti-speeding message containing strong arguments. A further study showed that the inclusion of information about the prevalence of the speeding in the general population increased the effectiveness of the anti-speeding message, whether the information given was accurate or not. A third study developed previous research using Ajzen's (1985) theory of planned behaviour, by applying an extended version of the model to intentions to commit lane-discipline violations. Together with the earlier work, the results of this study suggested several constructs which could usefully be featured in anti-speeding interventions. In the fourth study. research videos featuring each of those constructs were developed and tested. Results showed that at least two of the four videos made were successful in eliciting measureable attitude change. (A)
Abstract