This study was designed as an exploratory investigation that would establish a basis for the development and evaluation of future nhtsa public information and education campaign activities. Two 2-hour focus groups, a youth group (11 participants, ages 16-24) and an adult group (8 participants, ages 25-50), were used to explore licensed driver attitudes and motives related to the agency's three safety priorities: the 55 speed limit, safety belts and alcohol. Based on the results of these group discussions a series of hypotheses were developed which may have implications for the strategies used in the national campaign as well as for local campaigns specifically on the 55 speed limit. Notably some of the principal hypotheses were that: (1) people significantly underestimate the importance of the 55 speed limit and especially safety belts, but have a heightened awareness of the drunk driving problem; (2) people tend to underestimate the degree of personal control they may exercise over accident situations; (3) the legal argument and the comfort/control argument may be most important in promoting support for the 55 limit law; (4) people will respond most favourably to communications which appeal to their intelligence by giving them facts upon which to base their own decisions about driving safety. (Author/publisher).
Samenvatting