Impact of framed messages on highway drivers’ speed
CHAURAND ; BOSSART ; DELHOMME
Type de document
COMMUNICATION PAR AFFICHE (AFF)
Langue
anglais
Auteur
CHAURAND ; BOSSART ; DELHOMME
Résumé / Abstract
Speeding is among the most common road rule violations, and is one of the main factors explaining crashes (Safetynet, 2009). To decrease the rate of this behavior, authorities use sanctioning measures and prevention interventions (Delhomme, Kreel, & Ragot, 2008; Meyer & Delhomme, 2000). However, the efficacy of prevention messages varies according to a number of factors, among which framing (in terms of gain-loss) is primordial (Haddad & Delhomme, 2006; Rothman & Salovey, 1997; Tversky & Kahneman, 1981). We ran a study to test whether the framing effect (gain more efficient than loss) appeared with minimal messages, in a driving context and in a naturalistic environment. Four anti-speeding short messages were presented on a message board, on a frequented 4-way highway (speed limitation: 130km/h), during weekends. The messages differed in their orientation (gain vs. loss) as well as their topic (crash vs. fuel consumption). The speed of the highway users was recorded 2 km after the board (6486 speeds recorded). Results show that speed was lower when a message was displayed than in control condition, and when the message was gain-framed than loss-framed. These effects were stronger on the left lanes (passing lanes). Implications for prevention campaigns are discussed.
