Examining the effects of road safety advertising that encourages positive, prosocial driving behaviours

IF 4.4 2区工程技术 Q1 PSYCHOLOGY, APPLIED

Transportation Research Part F-Traffic Psychology and Behaviour Pub Date : 2025-09-19 DOI:10.1016/j.trf.2025.103366

Ioni Lewis, David Rodwell, Nyree Gordon, Melinda McDonald

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引用次数: 0

Abstract

Prosocial driving behaviours are performed to benefit other road users and without legal obligation. This online survey study, guided by the Step approach to Message Design and Testing (SatMDT), examined advertisements in terms of drivers’ intentions and willingness to drive in a prosocial way. ‘Drive in a prosocial way’ was operationalised in both general and specific terms. N = 213 participants (48.8 % female; M = 54.0 years, SD = 15.1 years) were randomly allocated into four intervention groups (i.e., Advertisement 1, 2, 3, or 4) or a control group. Overall, in the intervention groups, while relatively high mean scores were found, one-way ANOVAs revealed there were no statistically significant differences between the advertisements. Reverse third person effects were found for all the advertisements suggesting participants perceived they would be influenced by them more than others. Regarding between groups comparisons, intentions and willingness scores increased (i.e., became more positive towards prosocial driving) after having viewed an advertisement; however, paired samples t tests indicated these differences were only statistically significant for general and specific intentions after viewing Advertisement 2, and for specific intentions after viewing Advertisement 4. To understand how the advertisements were influencing individuals’ intentions, regressions were conducted which found 72 % − 90 % of variance was explained by the variables of attitude, subjective norm, perceived behavioural control [PBC], moral norms, and anticipated regret. PBC and moral norms were significant predictors for three of the advertisements. Overall, this study supports the need for further research into messaging promoting prosocial driving behaviour.

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研究鼓励积极、亲社会驾驶行为的道路安全广告的影响

实施亲社会驾驶行为是为了使其他道路使用者受益，没有法律义务。这项在线调查研究，在信息设计和测试（SatMDT）的步骤方法的指导下，研究了广告在司机以亲社会方式驾驶的意图和意愿方面的影响。“以亲社会的方式驾驶”在一般和具体方面都得到了操作。N = 213名参与者（女性48.8%;M = 54.0岁，SD = 15.1岁）被随机分为四个干预组（即广告1、2、3、4）和对照组。总体而言，在干预组中，虽然发现了相对较高的平均得分，但单因素方差分析显示，广告之间没有统计学上的显着差异。在所有广告中都发现了反向第三人称效应，这表明参与者认为他们比其他人更容易受到广告的影响。在组间比较中，观看广告后，意向和意愿得分增加（即对亲社会驾驶变得更加积极）；然而，配对样本t检验表明，这些差异仅在观看广告2后的一般意图和特定意图以及观看广告4后的特定意图上具有统计学意义。为了了解广告是如何影响个人的意图的，我们进行了回归，发现72% - 90%的方差可以用态度、主观规范、感知行为控制（PBC）、道德规范和预期后悔等变量来解释。PBC和道德规范是其中三个广告的显著预测因子。总的来说，这项研究支持了进一步研究短信促进亲社会驾驶行为的必要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Transportation Research Part F-Traffic Psychology and Behaviour Multiple-

CiteScore

7.60

自引率

14.60%

发文量

239

审稿时长

71 days

期刊介绍： Transportation Research Part F: Traffic Psychology and Behaviour focuses on the behavioural and psychological aspects of traffic and transport. The aim of the journal is to enhance theory development, improve the quality of empirical studies and to stimulate the application of research findings in practice. TRF provides a focus and a means of communication for the considerable amount of research activities that are now being carried out in this field. The journal provides a forum for transportation researchers, psychologists, ergonomists, engineers and policy-makers with an interest in traffic and transport psychology.