This paper describes an experiment which compared the effect of videos on two groups of people - those likely to speed and those unlikely to speed. Videos filmed in a residential road with a 30 mph speed limit and parking on each side were shown to about 40 drivers in 3 age groups. The concepts featured in the videos were a) behavioural beliefs, b) normative beliefs, c) perceived behavioural control and d) anticipated regret. The content of each video is briefly outlined. After viewing each video the drivers listed their thoughts and answered a questionnaire. The results are tabulated. Responses were classified as anti-speeding, pro-speeding, anti-video, pro-video and neutral. The effectiveness of each video in changing beliefs and attitudes is assessed. The usefulness of videos as part of a campaign is discussed.
Abstract