The impact of threat appeals on fear arousal and driver behavior: a meta-analysis of experimental research 1990-2011

Exploring the utility of a social norm approach in reducing younger drivers' engagement in hand-held phone use while driving: A qualitative study

INTRODUCTION

Engagement in hand-held phone use while driving among young drivers is a prevalent concern in society, despite countermeasures to deter the behavior. The social norm approach has been effective in reducing negative behaviors in young adults (e.g., binge drinking, drink driving). However, whether this approach can reduce hand-held phone use while driving in this population has not been thoroughly investigated.

METHOD

The qualitative study explored young drivers' attitudes and opinions on social norm messages designed to reduce hand-held phone use while driving. In addition, young drivers' opinions on current campaigns were explored to provide further insight into the effectiveness of these messages. Thirty young drivers were interviewed and shown six social norm messages.

RESULTS

The data were analyzed using reflexive thematic analysis, resulting in five themes and one sub-theme: (1) Road safety messages with minimal impact on hand-held phone use while driving; (2) What constitutes an effective road safety message for hand-held phone use while driving; (3) Comparisons between social norm messages and road safety messages; (4) The potential benefits of combined social norms, (4a) Improving and optimizing the message; and (5) "It's kinda just numbers on a screen": Negative views on social norm messages. Results highlight the diverse opinions towards road safety campaigns and the need to increase exposure to these messages. Further, a combined social norm message was perceived as most effective in reducing engagement in hand-held phone use while driving.

CONCLUSIONS

The current study provides preliminary evidence that the social norm approach may be effective in reducing hand-held phone use among young drivers. Further, this study highlights the need to maximize exposure to phone use while driving campaigns in this high-risk cohort.

PRACTICAL APPLICATIONS

Results support the development of a social norm messaging intervention to reduce young drivers hand-held phone use while driving.

Do comparative judgements affect the perceived relevance of mobile phone road safety campaigns?

OBJECTIVE

Given the prevalence of illegal mobile phone use while driving and reliance upon messaging campaigns in deterring the behavior, there is a need to explore to what extent comparative judgements may influence desired outcomes of such campaigns. This exploratory study investigated (a) the perceived relevance and influence of different mobile phone road safety campaigns within a sample of Queensland motorists who reported using their mobile phone while driving and (b) if these varied depending on whether participants believed that their crash risk whilst using a phone was higher (comparative pessimism), lower (comparative optimism) or similar to the same-age and sex driver.

METHODS

A total of 350 licensed drivers residing within Queensland (Australia) were included in this study, of which 200 reported using their hand-held phone on some occasion. Participation involved completing a 20-25 min online anonymous survey, which included viewing three mobile phone road safety campaigns (injury-based, sanction-based and humor) and responding to questions about the perceived relevance and impact of each campaign.

RESULTS

A total of 64 (32%) participants displayed comparative optimism, 50 displayed similar judgements (25%) and 86 (43%) exhibited comparative pessimism. First, it was found that the injury-based campaign was perceived to be significantly more relevant than the humor campaign. Second, whilst the relevance of each campaign did not vary as a function of group membership, the campaigns were significantly less relevant to those displaying comparative optimism relative to those with similar judgements and comparative pessimism. Finally, the injury-based campaign was perceived to be significantly more influential than the other campaigns. However, overall, participants displaying comparative optimism believed that they would be less influenced by the campaigns compared to those with comparative pessimism.

CONCLUSIONS

Although preliminary, these findings suggest that low perceptions of risk may dilute or extinguish the desired behavioral outcomes of mobile phone road safety campaigns. Nonetheless, experimental research is needed to examine these effects directly.

How can we better frame COVID-19 public health messages?

This Perspective discusses the use of fear appeals in promoting health behaviour. The discussion establishes that fear appeal-based public health messages (i.e. public health messages that emphasise the consequences of failing to engage in a particular health behaviour) have two components (1) perceived threat and (2) perceived efficacy. A perceived threat has two subcomponents (a) perceived high susceptibility (e.g. ‘I can contract COVID-19’) and (b) perceived high severity (e.g. ‘COVID-19 can kill me’). In a parallel fashion, perceived efficacy has two subcomponents (a) high response efficacy (e.g. ‘Staying at home can reduce my risk for COVID-19’) and (b) high self-efficacy (e.g. ‘I can stay at home’). This discussion demonstrates that for fear appeals to have a desirable effect on health behaviour change, all of the four conditions (i.e. high perceived susceptibility, high perceived severity, high response efficacy, and high self-efficacy) are important and need to be fulfilled. However, empirical evidence shows that the four conditions are almost never fulfilled, calling into question the effectiveness of using fear appeals in promoting health behaviour change. In contrast, gain-framed public health messages (i.e. public health messages that highlight the benefits of engaging in a particular health behaviour), which do not require the fulfillment of these four conditions, have been shown to have positive effects on behaviour change outcomes. We argue that public health messages that highlight the benefits of engaging in COVID-19 preventive behaviour can have persuasive, desirable effects on health behaviour change, compared to public health messages that highlight the consequences of failing to engage in a particular COVID-19 preventive behaviour.

The impact of descriptive and injunctive norms on engagement in mobile phone use while driving in young drivers: A systematic review

BACKGROUND/OBJECTIVES

Prior research indicates that younger adults overestimate their peers' engagement in risk-taking behaviours, with these estimates being directly associated with engagement in such behaviours. However, the extent to which younger adults perceive their peers' approval of, and engagement in, road traffic violations (such as mobile phone use while driving) is yet to be clearly identified. Further, the influence of such perceptions on subsequent mobile phone use while driving behaviours remains unclear. Accordingly, the aim of this systematic review was to (a) examine young drivers' perceptions regarding their peers' approval of (injunctive norms), and engagement in (descriptive norms) mobile phone use while driving and (b) to identify whether such perceptions increase young drivers own engagement in the behaviour.

METHODS

Studies were eligible for review if they measured (a) perceived social norms (descriptive/injunctive) and (b) the relationship between such norms and mobile phone use while driving in younger adults aged 16-25 years. Searches were conducted in December 2021, using Pubmed, Scopus, Web of Science, and TRID. Five articles were included in the review.

RESULTS

Overall, the results indicate that young drivers perceive their peers to engage in mobile phone use while driving on a frequent basis, however they typically believe that their peers disapprove of the behaviour. The majority of studies indicated that descriptive norms were significantly associated with increasing engagement in mobile phone use while driving (including distracted driving behaviours). Finally, the few studies that investigated injunctive norms on mobile phone use while driving indicated positive correlations between perceived peer approval and increasing distracted driving behaviour.

DISCUSSION

The findings highlight the importance of social norms in influencing behaviour, indicating that both descriptive and injunctive norms warrant further investigation when examining the impact of peer influences on mobile phone use while driving.

Deterring illegal smartphone use while driving: Are perceptions of risk information associated with the impact of informal sanctions?

Advertising campaigns have used threat appeals to increase the perceptions of risk associated with dangerous driving behaviours. Building on recent research that suggests increasing the pertinence of informal sanctions (sense of guilt, fear of peer disapproval, or fear of hurting oneself and others) decreases the likelihood of illegal smartphone engagement while driving, this study aimed to determine if perceptions of risk information, that is, how effective drivers believe the information is in deterring their illegal use, is associated with perceptions of informal sanctions. An online survey of 1027 Victorians who self-reported illegal smartphone use while driving asked participants to rate the personal deterrent effectiveness of five types of risks associated with illegal smartphone use while driving. A hierarchical linear regression model explored the associations between the most effective risks and each informal sanction. Female drivers were more likely than male drivers to experience guilt, fear of social loss and fear of physical loss when using their smartphones illegally. More frequent illegal smartphone engagement while driving was associated with decreased impact of informal sanctions. Female drivers were more likely than male drivers to perceive each risk as effective. The most effective piece of information was, "Contributes to 16% of Victorian road deaths and serious injuries annually"; it was also the least known (32.7% males, 26.7% females). This message, alongside, "Increases risk of a crash comparable to those associated with driving under the influence of alcohol or cannabis" and, "A 2 s glance at your phone while driving at 50 km/h effectively means driving blind for 27 m", were associated with stronger perceptions of guilt, fear of peer disapproval, or fear of hurting oneself and others when thinking about using a smartphone illegally while driving. These results suggest tailoring and targeting these specific risk information may be effective in deterring illegal smartphone use while driving.

Change of risk behaviour in young people – the effectiveness of the trauma prevention programme P.A.R.T.Y. considering the effect of fear appeals and cognitive processes

Background

The purpose of the present study was to examine the effectiveness of the injury awareness and prevention programme P.A.R.T.Y. (Prevent Alcohol and Risk-Related Trauma in Youth) in Germany. On a designated P.A R.T.Y. day, school classes spend a day in a trauma hospital experiencing the various wards through which a seriously injured person goes. A further goal of the study was to reveal indications of the programme’s mechanism of action by testing theory-based impact models of fear appeals and cognitive beliefs.

Methods

In a quasi-experimental longitudinal study with three measurement times the participants of 19 P.A.R.T.Y. days (n = 330), as well as pupils who did not attend the programme (n = 244), were interviewed with a standardised questionnaire. They reported risk behaviour, feelings of threat and cognitive beliefs about road traffic. The data were analysed using a meta-analytical approach to estimate an average effect size across the different P.A.R.T.Y. days. Path models were used to identify possible mechanisms of action.

Results

For most of the parameters, small positive effects could be proven immediately after the P.A.R.T.Y. intervention. However, after four to 5 months only one statistically significant effect was found. Using path analytical models, important predictors for behavioural changes (e.g. self-efficacy) could be identified. But for these predictors no or only short-term effects were observed in the meta-analysis.

Conclusions

Fear appeals as used primarily in the P.A.R.T.Y. programme appear to cause behavioural changes only to a limited extent and only in the short-term, especially if the strengthening of psychosocial resources is not given sufficient consideration. The participants must also cognitively process the experiences in the hospital. Accordingly, consideration should be given to how the P.A.R.T.Y. program could be adapted to complement the fear appeal with cognitive components.

Supplementary Information

The online version contains supplementary material available at 10.1186/s12889-022-12918-2.

Targeting Smartphone Use While Driving: Drivers’ Reactions to Different Types of Safety Messages

Only a few previous studies analyzed the effectiveness of road safety messages targeting smartphone use while driving and only several of them used messages from an ongoing road safety campaign. Thus, contributing to the field, this study aimed at testing the effectiveness of two types of social messages (threat appeal and threat appeal together with safe behavior role modelling) targeting smartphone use while driving. Ninety-three drivers were randomly assigned to two experimental (n1 = 26; n2 = 37) and one control (n = 29) groups. Each experimental group was presented with one 30 s length video message to reduce or stop smartphone use while driving. Messages differed in terms of threat appeal and modelling of safe behavior. The control group was presented with a 30 s length video clip showing neutral driving related content. The results revealed that threat appeals (alone or together with a safe role model) resulted in less positive emotions when compared to the control group’s reported emotional reactions. The message with threat appeal only also resulted in more negative emotions compared to the control group. With regards to behavioral intentions, road safety messages used in this study had minor effectiveness: the threat appeal message reduced the intentions to use smartphones while driving, only when previous behavior has been controlled. In sum, messages targeting smartphone use while driving were effective at least to some extent in changing drivers’ emotions and intentions not to be involved in targeted behavior, but the effect was minor and threat appeal only showed higher effectiveness.

Evaluating an Intervention to Reduce Risky Driving Behaviors: Taking the Fear Out of Virtual Reality

Educational programs are the most common type of intervention to reduce risky driving behavior. Their success, however, depends on the content of the material used and the mode of delivery. In the present study, we examined the impact of fear versus positively framed road safety films and traditional technologies (2D) versus emerging technologies (VR) on young drivers' self-reported risky driving behaviors. One hundred and forty-six university students completed a similar set of questionnaires pre-intervention and post-intervention, two weeks later. In addition, they were randomly assigned to one of the four experimental conditions (VR vs. 2D; positive vs. negative). In the VR conditions, the film was presented using an HTC VIVE Virtual Reality headset. In the 2D conditions, the film was presented on a computer screen. Measures evaluating attitudes toward risky driving behavior were completed at both time frames, questions regarding the participants' emotional arousal were asked at pre-intervention as a manipulation check, and questions regarding willingness to take risks in potentially dangerous driving situations were asked at follow-up. The findings indicate that the positively framed films significantly decreased self-reported risky driving behaviors in both modalities, but especially when viewed in VR format. In contrast, the fear appeal film, when shown in VR, failed to reduce risky driving behaviors, and in fact, increased young drivers' self-reported risky driving behaviors. Theoretical frameworks regarding the strengths and weaknesses of fear appeals and positively framed appeals are discussed to aid future research to reduce risky driving. Practical implications on the future usage of VR are also considered.

Sustainability of Household Food Waste Reduction: A Fresh Insight on Youth's Emotional and Cognitive Behaviors

The sustainability of food waste is one of the most important contemporary economic, social, and environmental issues that encompasses useful academic, practical, and policymaking implications. Under the domain of sustainability, food waste is a serious global challenge with a growing public, political, and corporate concern. Existing literature regarding the sensitization of consumers and the promotion of waste cautious behaviors still has much room for improvement in household waste. To bridge the gap in the literature, this study identifies and examines determinants of young consumers' food waste reduction behavior in households. Using a sample size of 391 young consumers of household food products from Pakistan, a full-scaled administrative survey is conducted, and our hypotheses are empirically tested by using the PLS structural modeling equation. Our findings reveal significant impacts from both cognitive and emotional aspects on sustainable food waste reduction behavior. Our results have several important implications for policymakers and all the stakeholders, especially for marketers, including advertising strategies, policies to mitigate the impact of food waste, and the development of educational programs related to food waste.

Effectiveness of a school-based road safety educational program for lower secondary school students in Denmark: A cluster-randomized controlled trial

Road accidents are one of the leading causes of death and injuries among adolescents and young adults. Road safety education programs aim to promote safe traffic behavior through information, skills training or fear appeals. During the last decade, an intervention type using victim testimonials has been developed. These types of programs aim to promote road safety by connecting a personal narrative of choices and consequences to the beliefs and behaviors of the audience. Studies on the effectiveness of this type of road safety programs among youngsters who are not yet drivers are still limited. This study used a cluster-randomized and controlled trial design to examine the effect of a Danish school-based road safety educational program using testimonials for students in lower secondary schools in Denmark on a) knowledge of risks factors in traffic and b) two types of behavior specifically relevant for the pre-driver target group: seatbelt use and safe bicycle behavior. Our analysis sample comprised 1007 students from 57 schools with a matched baseline and four-month follow-up response. Linear regression analyses suggest a small positive effect on the students' knowledge of the three most important risk factors in traffic but not on the age group most at risk. Concerning seatbelt use or overall cycling behavior no effect was found, although a small positive effect was found on helmet use. Neither was the effectiveness modified by gender, parental educational background, or risky cycling behavior at baseline. Although classroom-based interventions using testimonials may have the potential to increase knowledge of risk factors in traffic among adolescents, translating knowledge into safe traffic behavior is challenging. More studies are needed on how to further adapt the intervention to an age group who are not yet drivers. Such research may focus on mechanisms of change including the age-specific relevance of the ambassador's testimonial and on employing strong elements of action guidance.

Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving

Social campaigns are persuasive messages that attempt to communicate positive ideas and practices. One of the main challenges in designing effective social campaigns is the need to compete with other advertisements for viewers' attention. One of the most widely used methods of drawing attention to social advertising is the use of negative emotions. However, the effectiveness of negative emotional appeals in social campaigns is still a topic of debates. The aim of the study was to use both declarative and neural (EEG) measures to examine whether increasing the intensity of negative emotions in a social campaign enhances its effectiveness linearly or only to a certain level (curvilinear relation). The experimental study was conducted (N = 62) with road safety campaign, using three different levels of negative emotional intensity. The results showed that even though advertising with the strongest negative stimuli evoked the strongest negative emotions, it had no significantly stronger influence on behavioral intention (driving less risky) than moderately negative stimuli. Moreover, neural reaction to the negative stimuli in advertising depended on driving style-people with risky driving style payed less attention to more threatening message (higher beta oscillations).

Rank-ordering anti-speeding messages

PURPOSE

Further explore the utility of protection motivation theory (PMT) in developing effective roadside anti-speeding messages.

METHOD

Via an electronic link, 81 participants holding a current Australian driver's license rated all possible pairs of 18 PMT-derived anti-speeding messages in terms of their perceived effectiveness in reducing speed for themselves, and for drivers in general.

RESULTS

While some messages revealed third-person effects (perceived as being more relevant to drivers-in-general than to self-as-driver), others showed reverse third-person effects (perceived as being more relevant to self-as-driver than to drivers-in-general). Compared with messages based on coping appraisal components, those derived from threat appraisal PMT components (perceived severity, counter-rewards, vulnerability) were rated as being more effective, both for participants themselves as driver, and for drivers-in-general. Compared with females, males reported threat appraisal messages as being more effective for reducing speed in themselves (reverse third-person effect). Aggregate scores for the 18 messages derived from this ipsative methodology correlated modestly with those from a normative study using similarly-worded items.

DISCUSSION

As jurisdictions globally recognize speeding as a major road safety issue, effective anti-speeding campaigns are essential. Findings added to current knowledge of PMT's efficacy as a basis for generating effective anti-speeding messages and indicated areas for future research and application.

Assessment of Sleepiness in Drivers: Current Methodology and Future Possibilities

Many patients with obstructive sleep apnea syndrome (OSAS) drive a vehicle both for pleasure and as part of their employment. Some, but not all, patients with OSAS are at increased risk of being involved in road traffic accidents. Clinicians are often asked to make recommendations about an individual's fitness to drive, and these are likely to be inconsistent in the absence of objective criteria. This article discusses the current practice of the assessment of individuals' sleepiness with respect to driving, the limitations of available techniques, and future possibilities.

Threat appeals reduce impulsive decision making associated with texting while driving: A behavioral economic approach

The primary purpose of the present study was to examine the effectiveness of threat appeals in influencing impulsive decision making associated with texting while driving. The participants in the treatment group were exposed to a threatening message about the danger of texting while driving, whereas those in the control group were exposed to a non-threatening message. Following the exposure to either message, the participants completed a delay-discounting task that assessed the degree of impulsive decision making in a hypothetical texting-while-driving scenario. A comparison between the groups revealed that the threat appeals reduced the degree of impulsive decision making associated with texting while driving. In addition, the threat appeals led to greater anticipated regret from texting while driving, less favorable attitudes toward texting while driving, and decreased intentions to text while driving in the future in the treatment group. These results suggest that video-based threat appeals are promising intervention strategies for the public health challenge of texting while driving. Implications from the behavioral economic perspective are discussed.

Riding the Adolescence: Personality Subtypes in Young Moped Riders and Their Association With Risky Driving Attitudes and Behaviors

The aim of the present study was to identify sub-types of moped riders based on a cluster analysis of specific personality characteristics (i.e., driving anger, anxiety, angry hostility, excitement-seeking, altruism, normlessness, and driving locus of control) within a large sample of Italian adolescents. The study had also the aim to compare the emerged sub-types of moped riders on measures of attitudes toward safe driving, risky driving behaviors (e.g., rule's violations and speeding, not using helmet, drinking and driving, etc.), and self-reported tickets and accident involvement. One thousand two hundred seventy-three Italian high school students aged from 13 to 19 years (mean_age = 15.43, SD = 0.98) with a valid driving license for moped participated to the study. Results revealed three sub-types of moped riders (namely risky, worried and careful moped riders), which differ significantly for risky driving behaviors, attitudes toward traffic safety, risk perception, and self-reported accident involvement. Importantly, the results of the present study showed that the personality and behavioral characteristics of the three sub-groups of moped riders substantially resembled those identified by previous studies with vehicle drivers of different ages; thus, empirically supporting the notion that certain combinations of personality characteristics are associated with risk driving tendencies and behaviors in both young moped riders and car drivers. Safe driving interventions can tackle risky driving beliefs and behavioral tendencies in young moped riders and car drivers by tailoring their messages according to the personality sub-types of the target groups.

Comparison of recidivism rates for a teenage trauma prevention program after the addition of high-fidelity patient simulation

OBJECTIVES

We evaluated the benefits of adding high-fidelity simulation to a teenage trauma prevention program to decrease recidivism rates and encourage teens to discuss actionable steps toward safe driving.

METHODS

A simulated pediatric trauma scenario was integrated into an established trauma prevention program. Participants were recruited because they were court-ordered to attend this program after misdemeanor convictions for moving violations. The teenage participants viewed this simulation from the emergency medical services (EMS) handoff to complete trauma care. Participants completed a postsimulation knowledge assessment and care evaluation, which included narrative data about the experience. Qualitative analysis of color-coded responses identified common themes and experiences in participants' answers. Court records were reviewed 6 years after course completion to determine short- and long-term recidivism rates, which were then compared to our program's historical rate.

RESULTS

One hundred twenty-four students aged 16-20 years participated over a 2-year study period. Narrative responses included general reflection, impressions, and thoughts about what they might change as a result of the course. Participants reported that they would decrease speed (30%), wear seat belts (15%), decrease cell phone use (11%), and increase caution (28%). The recidivism rate was 55% within 6 years. At 6 months it was 8.4%, at 1 year it was 20%, and it increased approximately 5-8% per year after the first year. Compared with our programs, for historical 6-month and 2-year recidivism rates, no significant difference was seen with or without simulation.

CONCLUSIONS

Adding simulation is well received by participants and leads to positive reflections regarding changes in risk-taking behaviors but resulted in no changes to the high recidivism rates This may be due to the often ineffectiveness of fear appeals.

Testing the effects of explicit and implicit bidimensional attitudes on objectively measured speeding behaviour

Bidimensional attitudes have been shown to independently predict behaviour, with the positive dimension of attitude being a stronger predictor of behaviour than the negative dimension (e.g., Elliott, Brewster, et al., 2015, Br. J. Psychol, 106, 656). However, this positivity bias has been demonstrated with explicit attitude measures only and explicit attitude measures tap deliberative processes rather than automatic processes, which are known to be important in the execution of many behaviours. The aim of this study was to test whether implicit bidimensional attitudes can account for variance in speeding behaviour over and above explicit bidimensional attitudes and whether the positivity bias that is typically found with explicit attitudes generalizes to implicit attitudes. A total of 131 drivers completed a questionnaire measuring their explicit bidimensional attitudes towards speeding. They also completed Implicit Association Tests measuring their implicit bidimensional attitudes. Two weeks later, speeding behaviour was measured using a driving simulator. Explicit attitudes accounted for a significant proportion of the variance in subsequent speeding behaviour. Implicit attitudes accounted for a statistically significant increment to explained variance. The positive dimension of both explicit and implicit attitudes predicted speeding behaviour but the negative dimensions did not. Theoretical implications for understanding the potential attitudinal causes of behaviour and practical implications for behaviour‐change interventions are discussed.

Evaluating public education messages aimed at monitoring and responding to social interactive technology on smartphones among young drivers

Young drivers are more likely than any other age group to access social interactive technology (e.g., Facebook, E-mail) on a smartphone while driving. The current study formed part of a larger investigation and was guided by The Step Approach to Message Design and Testing (SatMDT) to evaluate the relative effectiveness of three different public education messages aimed at reducing smartphone use among young drivers. The messages were each adapted to the specific behaviours of monitoring/reading and responding to social interactive technology on smartphones. Participants (n=288; 199F, 89M) were drivers aged 17-25 years who resided in the Australian state of Queensland. Message acceptance (i.e., intention and effectiveness) and message rejection were both assessed using a self-report survey. Multivariate analyses found that, overall, the messages targeting monitoring/reading behaviour were considered more effective than those targeting responding behaviour. The message that challenged the underlying motivation that believing you are a good driver makes it easier to monitor/read social interactive technology while driving was considered particularly effective by young male drivers.

The effects of anti-speeding advertisements on the simulated driving behaviour of young drivers

Recent examinations of road safety communications, including anti-speeding advertisements, have considered the differential effects of positive and negative emotional appeals on driver behaviour. However, empirical evaluations of anti-speeding messages have largely relied on measures of viewers' reported intentions to comply with speed limits and the self-reported driving behaviour of viewers post-exposure, which might not be indicative of the direct effects that these messages have on real-world driving behaviour. The current research constitutes a first empirical evaluation of different real-world anti-speeding advertisements, as measured by their effects on young drivers' speeding behaviour, using a driving simulator. Licensed drivers (N=116) aged 17-25 years completed driving measures prior to, immediately following, and 7-10days after viewing one of four social marketing advertisements. Results indicated that young drivers' average driving speeds were modestly reduced immediately after they viewed an anti-speeding advertisement that depicted social consequences for speeding and employed a positive emotional appeal when compared to an emotion-matched control advertisement; however, this effect was not found for the anti-speeding advertisement depicting a crash. Interestingly, the results based on reported intentions to reduce speeding predicted the opposite pattern of results. However, there was no evidence that the immediate changes to speeding were maintained 7-10days later, and prompts during Phase 2 did not appear to have an effect. The implications of these findings for road safety advertisements targeting young drivers are discussed.

Judged effectiveness of threat and coping appraisal anti-speeding messages

PURPOSE

Using a young driver sample, this experimental study sought to identify which combinations of threat-appraisal (TA) and coping-appraisal (CA) messages derived from protection motivation theory (PMT) participants would judge as most effective for themselves, and for other drivers.

METHOD

The criterion variable was reported intention to drive within a signed speed limit. All possible TA/CA combinations of 18 previously highly-rated anti-speeding messages were presented both simultaneously and sequentially. These represented PMT's three TA components: severity, vulnerability, and rewards, and three CA components: self-efficacy, response efficacy, and response costs. Eighty-eight young drivers (34 males) each rated 54 messages for perceived effectiveness for self and other drivers.

RESULTS

Messages derived from the TA severity component were judged the most effective. Response cost messages were most effective for females. Reverse third-person effects were found for both females and males, which suggested that combining TA and CA components may increase the perceived relevance of anti-speeding messages for males.

DISCUSSION

The findings have potential value for creating effective roadside anti-speeding messages, meriting further investigation in field studies.

Effect evaluation of a road safety education program based on victim testimonials in high schools in Belgium

For several decades policy makers worldwide have experimented with testimonials as a strategy to promote road safety supportive views in a wide variety of target populations such as recidivists and students. In its basic format, a (relative of) a victim or an offender brings a personal testimonial of what it is to experience a traffic accident. The underlying idea is that such a testimonial will emotionally affect participants, thereby stimulating them to cognitively reflect upon their own behavior and responsibility as a road user. Unfortunately, empirical literature on the effectiveness of this strategy is rather scarce and inconsistent. This study investigated the effect of a large-scale program with victim testimonials for high schools in Belgium on five socio-cognitive and behavioral variables drawn from the Theory of Planned Behavior (i.e., attitude, subjective norm, perceived behavioral control, behavioral intention and behavior). Moreover, this study investigated program effects on participants' cognitive and emotional estate and whether this influences the program's impact on socio-cognitive and behavioral variables. Our test sample included 1362 students, who were assigned to a baseline - follow-up group and a post-test - follow-up group. We questioned both groups, a first time (just before or after session attendance) on paper, and a second time (two months after session attendance) online. Results indicate the program had, both immediate and two months after attendance, small to medium positive effects on most socio-cognitive and behavioral variables. However, effects depended on participants' demographic profile, their baseline values on the socio-cognitive and behavioral variables, and the degree to which they were cognitively/emotionally affected by the program. We discuss the practical implications of these findings and formulate recommendations for the development of future interventions based on victim testimonials.

Threat appeals in health communication: messages that elicit fear and enhance perceived efficacy positively impact on young male drivers

Background

Health communications often present graphic, threat-based representations of the potential consequences of health-risk behaviours. These ‘threat appeals’ feature prominently in public health campaigns, but their use is controversial, with studies investigating their efficacy reporting inconsistent, and often negative, findings. This research examined the impact of a threat-based road safety advertisement on the driving behaviour of young male drivers.

Methods

To address limitations of previous research, we first identified a road safety advertisement that objectively and subjectively elicited fear using physiological and subjective measures. Study 1 (n = 62) examined the effect of this advertisement, combined with a manipulation designed to increase perceived efficacy, on speed choice. Study 2 (n = 81) investigated whether a state emotion, anger, impacts on the effectiveness of the advertisement in changing four distinct driving behaviours. Both studies examined short-term effects only.

Results

Study 1 findings indicated that a high threat message, when combined with high perceived efficacy, can lead to a decrease in speed choice. Study 2 results suggested that increased levels of state anger may counteract the potential value of combining fear-arousing threats and efficacy-building messages.

Conclusions

Findings suggest that threat-based road safety communications that target affective (fear) and cognitive (perceived efficacy) mechanisms can positively affect driving behaviours. State emotions, such as anger, may negatively impact on the effectiveness of the message. Taken together, these findings provide additional support for the use of efficacy-building messages in threat-based communications, but highlight the need for further research into the complex array of affective influences on driving.

Electronic supplementary material

The online version of this article (doi:10.1186/s12889-016-3227-2) contains supplementary material, which is available to authorized users.

Driving experience moderates the effect of implicit versus explicit threat priming on hazard perception test

Due to the controversial evidence regarding the efficacy of threat campaigns on driving behavior, we addressed the effects of explicit vs. implicit threats. As in other areas of advertisements, we hypothesized that an implicit threat would be more effective, i.e., generate more anxiety than an explicit threat. Furthermore, we hypothesized that such effects would be moderated by driving experience: more experienced drivers when threatened will rely on driving skills and perform in a less cautious manner vs. less experienced drivers who have not yet acquired these skills, and therefore will tend to calm their fear by exercising more caution. Driving behavior in this experimental design was addressed by the Hazard Perception (HP) task. Results were as expected. Anxiety was higher under implicit vs. explicit threat. HP scores however were overall the same for both groups. Implicit priming generated less-cautious behavior in high-experienced drivers while generating more caution for less-experienced drivers. Demonstrating in a single experiment all three driving patterns following threat, namely, no change in driving behavior (whole sample), more cautious driving behavior (less-experience) and less cautious behavior (more-experience), potentially comprises an important step in resolving the aforementioned disparity concerning effects of threat campaigns on driving behavior.

Determinants of risky driving behavior: a narrative review

Road traffic crashes (RTCs) account for great mortality and morbidity rates worldwide, resulting in substantial global burden. Factors contributing to RTC generally fall into three categories: environmental, vehicle, and human, with the human factor being by far the leading determinant. Obtaining an in-depth exploration of driving behavior and factors underpinning risky driving could be of particular importance to facilitate the establishment of effective policies. The present article provides insight to different aspects of risky driving behavior, at micro and macro levels, from individual attitudes, and psychological factors like personality, temperament, mood and emotions, to socioeconomic context, social norms, cultural backgrounds, level of law enforcement, and internalization of legality in the society. Risky driving behavior is a multidimensional issue and any effort to design and establish modification policies should be based on a comprehensive understanding of its determinants in different aspects.

Evaluating traffic informers: testing the behavioral and social-cognitive effects of an adolescent bicycle safety education program

In The Netherlands, 12-24 years old are over-represented in the total number of traffic fatalities and injuries. In this study, the traffic informer program - designed to promote safe traffic behavior in the pre-driver population - was experimentally evaluated, with a specific focus on bicycle use. Students were subjected to graphic videos of traffic accidents and listened to a first-person narrative provided by a traffic accident victim. The influence of the program on concepts derived from the theory of planned behavior and protection motivation theory (attitudes, norms, self-efficacy, risk-perception, intention and behavior) was assessed. Students from various schools (N=1593;M age=15 years, SD=.84) participated in a quasi-experimental study, either in an experimental or a control group, completing self-report questionnaires one week prior to the program implementation and approximately one month after the program implementation. Mixed regression analyses showed significant positive and negative time × intervention interaction effects on attitude toward traffic violations, relative attitude toward traffic safety, and risk comparison, but not on intention and behavior. More research is needed to find effective behavioral change techniques (other than increasing risk awareness) for promoting safe traffic behavior in adolescents. Research is also needed to address how these can be translated into effective interventions and educational programs.