In an effort to obtain expert evaluations of existing motorcycle safety helmet educational materials, 25 advertising specialists were asked to rate six PSAs on their effectiveness for changing attitudes and behavior. While there was overall agreement on which PSAs were "good" and which were "poor", there was little agreement between specialists on specific ratings. This indicated a need for a more systematic approach to materials evaluation. A list of rules or criteria for changing behavior and attitudes was derived from a review of literature in the area of attitude change, prediction of behavior from attitudes, behavior modification, and advertising techniques. The worth assessment technique was employed to develop a system for evaluating attitude-change materials using evaluation criteria based on the literature review. Specifically, a hierarchical "tree" of functional interrelationships between criteria was developed; the relative weight of each criterion was determined; the criteria were rephrased in operational form; and weights for the evaluation responses to the criteria were assigned. The system permits numerical comparisons on overall compliance with the theory-based criteria as well as showing strengths and weaknesses in specific areas of evaluation. In addition to permitting rank ordering, the numerical evaluation score provides a measure of the degree of difference between materials. The theory-based evaluation system produced higher interjudge reliability (r = .72) than expert judgement on global evaluation measures (r = .22), and places materials in approximately the same rank order as specialists ( r = .87). Future research should be focused on increasing predictive accuracy, augmenting interjudge agreement, and enhancing discriminatory power. (A)

  • Supplemental Notes:
    • Conference held in Washington, D.C., 18-23 May 1980. Also published in HS-029 702, International Motorcycle Safety Conference Proceedings. Volume 3, p 1291-1310.
  • Corporate Authors:

    Motorcycle Safety Foundation

    780 Elkridge Landing Road
    Linthicum, MD  United States  21090
  • Authors:
    • Blatt, J
    • Prescott, J C
  • Publication Date: 1980

Media Info

  • Features: Figures; References; Tables;
  • Pagination: 20 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00323132
  • Record Type: Publication
  • Source Agency: National Safety Council Safety Research Info Serv
  • Report/Paper Numbers: HS-029 717
  • Contract Numbers: DOT-HS-9-2090
  • Files: HSL, TRIS
  • Created Date: Apr 15 1984 12:00AM