This paper discusses Kok's model of behaviour change through information, which is based on the Fishbein-Ajzen model of behaviour change, and considers how it can be improved to find better ways of influencing driver behaviour and reducing drink-driving. Kok's model assumes that behaviour change can be maintained through establishing attention, understanding, attitude change, behaviour intention standards, behaviour norms, behaviour possibilities, habit formation, and feedback. Each of these aspects is discussed briefly. The author finds Kok's model very useful for developing a public information programme, but it should also consider other relevant concepts in the process of behaviour change, such as: the reversible relation between attitude and behaviour, ego-involvement, direct experience, arguments, and self-efficacy. The best prospects of succeeding in attitude and behaviour change are provided by a person-directed approach, which adapts the programme to the target groups' particular needs, problems, and social standards, and excludes presenting values and moral judgements. Important elements in this approach include: group discussion, the functioning of peers as group leaders, and the teaching of skills to resist social pressure.
Samenvatting