Can anti-speeding messages based on protection motivation theory influence reported speeding intentions?

Abstract

The study investigated the effects of anti-speeding messages based on protection motivation theory (PMT) components: severity, vulnerability, rewards, self-efficacy, response efficacy, and response cost, on reported speeding intentions. Eighty-three participants aged 18–25 years holding a current Australian driver's license completed a questionnaire measuring their reported typical and recent speeding behaviors. Comparisons were made between 18 anti-speeding messages used on Australian roads and 18 new anti-speeding messages developed from the PMT model. Participants reported their reactions to the 36 messages on the perceived effectiveness of the message for themselves and for the general population of drivers, and also the likelihood of themselves and other drivers driving within the speed limit after viewing each message. Overall the PMT model-derived anti-speeding messages were better than jurisdiction-use anti-speeding messages in influencing participants’ reported intention to drive within the speed limit. Severity and vulnerability were the most effective PMT components for developing anti-speeding messages. Male participants reported significantly lower intention to drive within the speed limit than did female participants. However, males reported significantly higher intention to drive within the speed limit for PMT-derived messages compared with jurisdiction-based messages. Third-person effects were that males reported anti-speeding messages to be more effective for the general driving population than for themselves. Females reported the opposite effect – that all messages would be more effective for themselves than for the general driving population. Findings provided support for using a sound conceptual basis as an effective foundation for anti-speeding message development as well as for evaluating proposed anti-speeding messages on the target driver population.