Tailoring in risk communication by linking risk profiles and communication preferences: The case of speeding of young car drivers. (December 2016)

• Record Type: Journal Article
• Authors: Geber, Sarah; Baumann, Eva; Klimmt, Christoph
• Is Part Of: Accident analysis and prevention. Volume 97(2016)
• Page Start: 315
• Page End: 325
• Publication Date: 2016-12
• Subjects: Speeding -- Young car drivers -- Risk communication -- Segmentation -- Targeting -- Quantitative analysis -- Cluster analysis; Accidents -- Prevention -- Periodicals; Accident Prevention -- Periodicals; Accidents -- Prévention -- Périodiques; 363.106
• DOI: 10.1016/j.aap.2015.06.015
• Languages: English
• ISSNs: 0001-4575

Abstract

Highlights: A theoretical and empirical basis for tailored risk communication is provided. We focus on young drivers as target group and on speeding as target behavior. Based on motivational dispositions toward speeding four risk groups are identified. The risk profiles are significantly associated with communication preferences. Promising risk communication strategies for anti-speeding campaigns are derived. Abstract: Speeding is one of the most relevant risk behaviors for serious and fatal accidents, particularly among young drivers. This study presents a tailoring strategy for anti-speeding communication. By referring to their motivational dispositions toward speeding derived from motivational models of health behavior, young car drivers were segmented into different risk groups. In order to ensure that risk communication efforts would actually be capable to target these groups, the linkage between the risk profiles and communication preferences were explored. The study was conducted on the basis of survey data of 1168 German car drivers aged between 17 and 24 years. The data reveal four types of risk drivers significantly differing in their motivational profiles. Moreover, the findings show significant differences in communication habits and media use between these risk groups. By linking the risk profiles and communication preferences, implications for tailoring strategies of road safety communication campaigns are derived. Promising segmentation and targeting strategies are discussed also beyond the current case of anti-speeding campaigns.