A naturalistic study of the impact of message framing on highway speeding |
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| Affiliation: | 1. Johns Hopkins International Injury Research Unit, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA;2. Department of Population Family & Reproductive Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA;3. Injury Prevention Division, National Center for Chronic and Non-Communicable Disease Control and Prevention (NCNCD), Chinese CDC, Beijing, China;1. The George Institute for Global Health, Sydney Medical School, The University of Sydney, GPO Box 5389, Sydney, NSW 2001, Australia;2. School of Science and Health, Western Sydney University, Australia;3. Safer Roads Consulting, 53 Lachlan St., Thirroul, NSW 2515, Australia;4. The Centre for Road Safety, Transport for NSW, Road Safety Technology, Level 3, 84 Crown St., Wollongong, NSW 2500, Australia;5. Neuroscience Research Australia (NeuRA), Margarete Ainsworth Building, Barker St., Randwick, NSW 2031, Australia;6. Kolling Institute of Medical Research, Sydney Medical School, The University of Sydney, Level 10, Kolling Building 6, Royal North Shore Hospital, St. Leonards, NSW 2065, Australia;1. SWOV Institute for Road Safety Research, Bezuidenhoutseweg 62, 2594 AW Den Haag, The Netherlands;2. University of Michigan Transportation Research Institute, 2901 Baxter Road, Ann Arbor 48109-2150, MI, USA;3. Department of Health Behaviour & Health Education, University of Michigan School of Public Health, Ann Arbor 48109-2150, MI, USA;4. Faculty of Psychology & Neuroscience, Department of Work and Social Psychology, University of Maastricht, P.O. Box 616, 6200 MD Maastricht, The Netherlands;1. Wroclaw University of Science and Technology, Faculty of Mechanical Engineering, Lukasiewicza 7, 50-371 Wroclaw, Poland;2. CFturbo GmbH, Unterer Kreuzweg 1, 01097 Dresden, Germany;3. TEMA - Centre for Mechanical Technology and Automation, Department of Mechanical Engineering, University of Aveiro, Campus de Santiago, 3810-193 Aveiro, Portugal;4. LASI—Intelligent Systems Associate Laboratory, Portugal;5. Cocoon Airbag Protection AB, Medicon Village, Scheelevägen 2, 223 81 Lund, Sweden;1. Research Foundation – Flanders (FWO), Belgium;2. Leuven School for Mass Communication Research – KU Leuven, Parkstraat 45, Box 3603, B-3000 Leuven, Belgium;3. The Ohio State University, School of Communication, 154 N. Ovall Mall, 3045A Derby Hall, Columbus, OH 43210, USA |
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| Abstract: | Speeding is the most common road violation, and is one of the main causes of crashes. To protect road users, authorities use sanctions and preventive measures to prompt drivers to observe speed limits. However, the efficacy of prevention messages varies according to a number of factors, among which risk framing is important. We ran a study to test whether gain is more effective than loss (framing effect). Four anti-speeding messages were presented on variable-message signs, along one side of a busy 8-lane highway in France (speed limit: 130 km/h – 80 mph), during 6 weekends. Within a between subject design, the messages differed in orientation (gain vs. loss vs. no message) and theme (crash vs. fuel consumption). The drivers’ speed was recorded on the highway 2 km (1.25 miles) after the sign (6486 recordings of speed). The results showed that speed was lower when a message was displayed than in the control condition, and when the message was gain-framed rather than loss-framed. These effects were stronger on the left lanes (overtaking lanes). Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient. |
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| Keywords: | Speeding Message framing Gain Loss Highway Variable-message sign (VMS) |
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