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https://nap.nationalacademies.org/catalog/27432/critical-issues-in-transportation-for-2024-and-beyond

A MICROBEHAVIORAL MODEL OF SOCIAL MARKETING: A FIELD TEST OF SELECTED PSYCHOSOCIAL VARIABLES IN THE ADOPTION OF AN ADULT EDUCATION COURSE

THE OBJECTIVE OF THIS RESEARCH IS TO STUDY THE DECISION MAKING PROCESS AS RELATED TO AN INDIVIDUAL'S PARTICIPATION IN SOCIAL PROGRAMS FOR PREVENTIVE ACTION OR REFORM PROGRAMS (I.E., HEALTH, SAFETY). THIS STUDY INVESTIGATES THE BASIC ELEMENTS OF THE DECISION PROCESS, THE VARIABLES RELEVANT TO THIS DECISION MAKING PROCESS AND POSSIBLE STRATEGIES TO ENCOURAGE MORE INDIVIDUALS TO UNDERTAKE PARTICIPATION IN PREVENTIVE ACTIONS. SUBJECTS FOR THIS STUDY INCLUDED 6,000 HOUSEHOLDS OF THE MIDDLE CLASS COMMUNITIES OF WHEELING AND BUFFALO GROVE, ILLINOIS. FOLLOWING A QUESTIONNAIRE SURVEY, THE EXPERIMENTAL COMMUNITIES WERE EXPOSED TO LOW FEAR DIRECT MAIL, POSTERS, AND NEWSPAPER COMMUNICATIONS REGARDING THE DEFENSIVE DRIVING COURSE. INDIVIDUALS WHO EXHIBITED A BEHAVIORAL RESPONSE (E.G., INFORMATION SEEKING OR COURSE ATTENDANCE) WERE THEN SURVEYED. THE DEPENDENT VARIABLE WAS COMPOSED OF TWO GROUPS: 37 BEHAVIORAL RESPONDENTS AND 296 NON-PARTICIPANTS. ANALYSIS WAS THEN PERFORMED TO ASCERTAIN WHICH FACTORS CONTRIBUTED TO BEHAVIORAL RESPONSE. TWO POSSIBLE "PATHS" TO BEHAVIORAL RESPONSE ARE INDICATED BY THE ANALYSIS. FINALLY, SOME STRATEGIES FOR ELICITING PARTICIPATION IN THE DEFENSIVE DRIVING COURSE ARE SUGGESTED TO THE NATIONAL SAFETY COUNCIL. /AUTHOR/

  • Supplemental Notes:
    • 300 Pp, FigS, TABS, REFS
  • Corporate Authors:

    NATIONAL SAFETY COUNCIL

    CHICAGO, IL  United States 
  • Authors:
    • Kaufman, I M
  • Publication Date: 1971-6

Subject/Index Terms

Filing Info

  • Accession Number: 00223731
  • Record Type: Publication
  • Source Agency: Nat Safety Council Safety Res Info Serv
  • Files: TRIS
  • Created Date: May 16 1972 12:00AM