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.

  • Supplemental Notes:
    • Prepared in cooperation with Florida Dept. of Community Affairs, Tallahassee.
  • Corporate Authors:

    Zemp (WM) Associates

    St Petersburg, FL  United States 

    National Highway Traffic Safety Administration

    1200 New Jersey Avenue, SE
    Washington, DC  United States  20590
  • Authors:
    • Zemp, W M
  • Publication Date: 1980-11

Media Info

  • Pagination: 45 p.

Subject/Index Terms

Filing Info

  • 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