Rank-ordering anti-speeding messages

• Published in: Accident analysis and prevention 2019-11, Vol.132, p.105254-105254, Article 105254
• Main Authors: Glendon, A. Ian, Prendergast, Samantha
• Format: Article
• Language: English
• Subjects: Coping appraisal; Ipsative methodology; Message effectiveness; Protection motivation theory; Speeding behavior; Third-person effects; Threat appraisal; Variable message signs
• ISSN: 0001-4575; 1879-2057
• DOI: 10.1016/j.aap.2019.07.030

•Threat appraisal messages were rated as more effective than coping appraisal messages.•Gender differences in message ratings were very small.•3 (of 18) messages had third-person effects; 3 others had reverse third-person effects.•Ipsatively derived scores correlated modestly with comparable normatively derived scores. Further explore the utility of protection motivation theory (PMT) in developing effective roadside anti-speeding messages. 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. 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. 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.