DEVELOPMENT OF PRINCIPLES OF INFLUENCING DRIVERS AND STUDIES OF THE EFFECTS ON DRIVERS' DISPOSAL TO PARTICIPATE IN FURTHER EDUCATION

UTVECKLING AV PAAVERKANSMETODER SAMT STUDIER AV EFFEKTERNA PAA BILFOERARES BENAEGENHET ATT DELTAGA I FORTBILDNING

PUBLICITY FOR FURTHER EDUCATION WAS DISTRIBUTED TO APPROXIMATELY 11.000 SUBJECTS DIVIDED INTO 12 EXPERIMENTAL GROUPS AND VARIED ACCORDING TO A 2X3 FACTORIAL DESIGN IN EACH OF TWO EXPERIMENTS. THE DEPENDENT VARIABLE WAS CONSTITUTED BY THE NUMBER OF REPLY COUPONS, ON WHICH THE SUBJECTS REQUESTED MORE INFORMATION ABOUT FURTHER EDUCATION IN THEIR NEIGHBOURHOOD. DIRECT INFLUENCE ("SELLING LETTERS") WAS MORE EFFECTIVE THAN INDIRECT INFLUENCE (LEAFLET MATERIAL). THE MOST EFFECTIVE DIRECT ADVERTISEMENT WAS INTENDED TO CONVEY THE IDEA THAT FURTHER EDUCATION IS ABOUT "THE DRIVER AND HIS LIMITATIONS". NEXT CAME MATERIAL WHICH WAS INTENDED TO CONVEY THE IDEA THAT FURTHER EDUCATION IS ABOUT "TRAFFIC RULES". MATERIAL SUGGESTING THAT FURTHER EDUCATION IS ABOUT "DRIVING TECHNIQUE AND CRITICAL SITUATIONS" WAS LEAST EFFECTIVE. THE INDIRECT INFLUENCE TECHNIQUE GAVE LESS DISTRINGUISHED DIFFERENCE BETWEEN THE IDEAS. HOWEVER HERE THE "DRIVING TECHNIQUE"-MATERIAL WAS LEAST EFFECTIVE. OLDER DRIVERS WERE MORE DISPOSED TO FURTHER EDUCATION THAN YOUNGER. IN THE DIRECT INFLUENCE TECHNIQUE, INTERACTIONS WERE DEMONSTRATED BETWEEN AGE AND IDEAS CONVEYED. ADVERTISEMENTS WHICH TRIED TO CONVEY THE IDEA THAT THE TRAFFIC REQUIRES "INDIVIDUAL SILLS" WERE MORE EFFECTIVE AMONG DRIVERS IN THE MIDDLE AGE GROUP (30-50 YEARS) THAN MATERIALS WHICH TRIED TO SUGGEST THAT THE TRAFFIC REQUIRES "COLLECTIVE SKILLS". IN THE GROUP OF OLD DRIVERS THE OPPOSITE WAS FOUND. THE INDIRECT ADVERTISEMENTS DID NOT GIVE THE SAME RESULTS.

• Corporate Authors:

  Swedish National Road and Traffic Research Institute

  Drottning Kristinas Vaeg 25
  S-11428 Stockholm,   Sweden 
• Authors:
  • SPOLANDER, K
  • Hambefors, S
• Publication Date: 1973

Language

• Swedish

Media Info

• Features: Figures; References; Tables;
• Pagination: 80 p.

Subject/Index Terms

• TRT Terms: Advertising campaigns; Age; Driver education; Driver improvement programs; Driver training; Drivers; Driving; Economic efficiency; Methodology; Motor skills; Printed publicity; Publicity; Safety education; Traffic regulations
• Uncontrolled Terms: Driver improvement; Efficiency
• ITRD Terms: 1757: Age; 1772: Driver; 1855: Driving (veh); 2284: Education; 5911: Efficiency; 9102: Method; 8573: Publicity; 2205: Skill (road user); 1544: Traffic regulations
• Subject Areas: Economics; Education and Training; Highways; Law; Safety and Human Factors; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 00083750
• Record Type: Publication
• Source Agency: Transport and Road Research Laboratory (TRRL)
• Report/Paper Numbers: No. 30 R&D Rpt.
• Files: ITRD, TRIS
• Created Date: Apr 8 1975 12:00AM