Previous applications of the Theory of Planned Behaviour (TPB) model to speeding behaviour have shown that it is able to account for significant amounts of variance in intentions to speed (e.g. Parker, Manstead, Stradling, Reason and Baxter, 1992; Stradling and Parker 1996; Parker, Manstead and Stradling, 1995) – that is, it is effective both in predicting speeding and in identifying the specific attitudinal and other factors which contribute to speeding. Although the potential of the TPB to assist in the design of behaviour change interventions, as well as in the prediction of behaviour, has been noted (e.g. Parker, Stradling and Manstead, 1996), few studies have assessed the effectiveness of interventions based on the TPB. One such study suggested that TPB-based advertising had the potential to bring about significant desired changes in attitudes (Parker et al., 1996). The Scottish Road Safety Campaign’s Foolsspeed campaign used the TPB model, together with insights from previous applications of the model, to design a media-based intervention which would influence speeding by targeting the psychological mechanisms known to be predictive of speeding. The TPB is an extension of Fishbein and Ajzen's (1975) Theory of Reasoned Action (TRA), which posits that the best determinant of a particular behaviour is behavioural intention. Foolsspeed began in 1998 as a planned five-year campaign by the Scottish Road Safety Campaign designed to reduce the use of inappropriate and excessive speed on Scotland's roads. The campaign was targeted at the general driving population in Scotland. However, a key sub-group for the campaign was drivers with a known tendency to speed, particularly 25-44-year-old males in social classes ABC1. The TPB was used to shape a series of television advertisements, each designed to address a key determinant of behavioural intention according to the TPB. The campaign began in November 1998 with the introduction of the Foolsspeed logo in television advertising, publicity materials and unpaid publicity. In spring 1999, a 40-second television advertisement, Mirror, designed to address attitudes towards speeding, was developed and screened. A second 40-second television advertisement, Friends and Family, was screened in spring 2000, designed to address subjective norms regarding speeding. In Summer 2001, a third 40-second advertisement, Simon Says, addressed perceived behavioural control over speeding. Foolsspeed was evaluated using a three-year longitudinal survey of a quota sample of drivers aged 17- 54. The aims of the evaluation were threefold: 1. To assess awareness and recall of elements of the Foolsspeed campaign among the driving population. 2. To examine drivers' response to the Foolsspeed advertising in terms of comprehension, identification, involvement and perceptions of key messages. 3. To measure and compare drivers' reported behaviour, intentions, attitudes, subjective norms and perceived behavioural control in relation to urban speeding (ie speeding on a 30mph limit road) at baseline and at subsequent stages to assess whether any changes occurred. (Author/publisher) For the covering abstract see ITRD E116881.
Samenvatting