The effect of road safety advertisements on speeding behavior over time: A simulator study

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2022-3
Özkan, Özgün
Countermeasures to prevent death and injury in traffic are important for traffic safety. Human error is a critical component associated with road traffic accidents. Therefore, various organizations and decision-makers are trying to prevent risky behaviors via different methods. One of the most used methods of raising awareness and creating behavioral change is traffic safety campaign videos. The focus of the present study is speeding, which is one of the most dangerous violations on the road. The study aimed to investigate the effect of anti-speeding advertisements with different contents (fear, sad emotion, and factual information) on young drivers' speeding behavior. A total of 124 drivers (84 males, 40 females) aged between 18 to 26 (M = 22.81, SD = 1.80) participated in the study. Participants completed a questionnaire package including a demographic form, Driver Behavior Questionnaire, and drove the simulator scenario. The measurements were taken three times as baseline level and two follow-up levels to observe short and long time effects of the videos. According to the results, a general pattern was observed that the average speed of the drivers decreased immediately post-exposure, and it was measured as the highest after two weeks. On the contrary, drivers reported more frequent speed violations right after the manipulation than their baseline measurements. Significant time-dependent differences were observed in the emotional groups. Results were discussed in the context of related literature. Since social media campaigns may affect behaviors and attitudes, the results can help make more effective awareness videos about traffic safety.

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Citation Formats
Ö. Özkan, “The effect of road safety advertisements on speeding behavior over time: A simulator study,” Ph.D. - Doctoral Program, Middle East Technical University, 2022.