INTERSTATE COMMUNICATIONS PROJECT-55 MPH: PRELIMINARY COMMUNICATIONS CONCEPT TEST. TASK 3
The purpose of the 55 mph Interstate Communication Project was to develop communication strategies to promote voluntary compliance with the 55 mile-per-hour speed limit. The program was directed toward specific target groups in Florida, Alabama and Georgia using non-traditional communications channels. Task 1 reviewed the report of existing research on driver attitudes and on behavior relating to the 55 mile-per-hour speed limit; however, it did not find any research which had investigated the psychological and emotional differences between speeders and compliers. Task 2 explored the real reasons, the more emotional motivations for speeding, as a basis for developing a successful communications strategy for increasing voluntary compliance. Responses to a random sample telephone survey of 2000 residents provided clusters of speeders, each representing a group who share common demographic, attitudinal and emotional characteristics. Of these clusters, three segments were selected as actual targets for research. Task 3 explores the relative strengths of various motivational messages among these three segments. Since "peer pressure" is seen to be an important element, non-speeders in the same age groups were also interviewed.
- Prepared in cooperation with Florida Dept. of Community Affairs, Tallahassee.
Zemp (WM) AssociatesSt Petersburg, FL United States
Washington, DC United States 20590
- Zemp, W M
- Publication Date: 1980-11
- Pagination: 45 p.
- TRT Terms: Adolescents; Attitudes; Communication; Communications; Compliance; Drivers; Incentives; Motivation; Motor vehicles; Publicity; Speed limits; Surveys; Traffic safety education; Traffic violators; Velocity
- Uncontrolled Terms: Characteristics
- Old TRIS Terms: Communicating; Strategy
- Subject Areas: Education and Training; Highways; Safety and Human Factors; Security and Emergencies; I83: Accidents and the Human Factor;
- Accession Number: 00337884
- Record Type: Publication
- Source Agency: National Technical Information Service
- Report/Paper Numbers: DOT-HS-805-816
- Contract Numbers: DOT-HS-9-02290
- Files: NTIS, TRIS, USDOT
- Created Date: Aug 15 1981 12:00AM