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STIGMATISED & SCARY
DAN CAMPSALLROAD SAFETY ANALYSIS
looking at behavioural change in adolescents
More than a half o
f passengers
admitted to feeling uneasy about a
young driver’s
driving and more
than a quarter sa
id that th
ey had
been scared. About one in six passengers who
had experienced fear or unease felt unable to say something to the driver that might change their behaviour.
Nearly th
ree-quarters o
f young
people failed to report f
eelings of
fear when in a car w
ith th
eir peers
and 5 out of 6 were confident that
they could express this u
nease to
the driver.
OUTLINE
• The Classic View• Shifting Perceptions• Choose Carefully; Behavioural Models• ‘It’s Not My Fault’; social cognition & shifting norms• Corrupting Prototypes & Challenging Willingness• Beware: No Negging• Permission to Play
SHIFTING PERCEPTIONS
MISBEHAVING?
1.8%6%80% 3% 90% 5.4%
CHOOSE CAREFULLYBEHAVIOURAL MODELS – GOOD, BAD & UGLY
THEORIES OF BEHAVIOUR CHANGE
Attitude towards the behaviour
Subjective Norm
Perceived Behavioural
Control
Intention Behaviour
Theory of Planned BehaviourAzjen, 1991
DUAL PROCESS MODEL
Attitudes (Perceived
Vulnerability)
Subjective Norms (Peers’
Behaviour)
Risk Images
Behavioural Intention
Prototype Willingness ModelGerrard et al., 2008
Behavioural Willingness
Previous Behaviour Risk Behaviour
‘The Intender’
‘The Willing’
‘The Walker’
Willingness & Vulnerability
Drink alcohol before driving
LOW VULNERABILITY HIGH
LOW
WILLINGNESS HIGH
2% 2%
25% 71%
Not wear your seatbelt
LOW VULNERABILITY HIGH
LOW
WILLINGNESS
HIGH
8% 2%
65% 25%
Unsafe
Dangerous
Pout
Hazardous
Chancer
Confused
Impatient
Shaved head
Reckless
Thrill seeker
Careless
Crash
Stupid
Younger
Angry
Selfish
Reckless
Unaware
Drunk
Careless
Younger
Stupid
Alcoholic
Poor judgement
Dangerous
Irresponsible
Unsafe
Dick
‘ITS NOT MY FAULT’Social Cognition & Shifting Norms
SOCIAL COGNITIVE THEORY
• Respondents who report a high level of approval from friends of drink driving, reported willingness scores 8x higher than those whose friends disapprove• Those who report high likelihood that family might drink and drive
were 5x as likely to be willing to drink and drive themselves.
WIDER DETERMINANTS OF HEALTH BEHAVIOUR
MacFayden et al (1998)
Immediate EnvironmentPeers
Local CommunitySignificant Others
Family
Wider Social ContextSocietal Norms
Cultural SymbolismStructural Issues
Social & Economic Conditions
Personal CharacteristicsGoals | Aspirations
Self-Efficacy | EducationSymbolic Needs | Skills
HealthBehaviour
Friends Approval 8x HigherFamily Likelihood 5x Higher
CORRUPTING PROTOTYPES& CHALLENGING
WILLINGNESS
GOOD HUMAN BEING
SAFE, PROTECTING OTHERS
OLDSENSIBLE
Trustworthy
GOOD
Respect them. They're safe so yeah give them respect.
They can be confident even if they are not speeding.
Maybe it's that they care about people around them so they don't want to speed and causing problems to those people.
SHIFTING THE NORM - DISAPPROVAL
Drink alcohol before driving
Use your mobile to make calls while
driving
Not wear your seatbelt
Exceed the speed limit in towns
Exceed the speed limit on motorways
-20%
-15%
-10%
-5%
0%
+5%
+10%
+15%
+20%
-5%
-0%
-4%
+2%0%
-0%
+11%
+7%
+10%
+13%
Family Disapproval Friends' Disapproval
SHIFTING THE NORM - LIKELIHOOD
Drink alcohol before driving
Use their mobile to make calls while
driving
Not wear their seatbelt
Exceed the speed limit in towns
Exceed the speed limit on motorways
-20%
-15%
-10%
-5%
0%
+5%
+10%
+15%
+20%
-2%
+3% +4%
+7%+9%
+8%
+18%
+10%
+18%
+10%
Family Likelihood Friends' Likelihood
RULE 1: NO NEGGING
FIRST, DO NO HARM!
• Risk of normalising negative behaviour• “It’s a bit like all young drivers drink-drive.
Drink-drivers crash. You will all crash."
PERMISSION to PLAYAs Long As You Measure It!
“Don’t just value what you can measure, measure what you value”
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