CHANGING ATTITUDES OF SPEED-LIMIT OFFENDERS USING A MULTIMEDIA PROGRAM

An interactive multimedia computer program was developed to change speed-limit offenders' attitudes with respect to speeding. The computer program is meant to be used during speed controls; the offender may be remitted a part of the fine by completing the program. The objective of the program is to make speeders aware of the negative implications of their behavior and to change their attitude negatively towards offending speed limits. To attain this goal, offenders are confronted with possible negative consequences of speeding while their arguments for speeding are refuted, using small video-clips, demonstrations of counter-arguments and short verbal stories. The effects of this multimedia program were studied in a laboratory evaluation, in terms of knowledge and attitudes, compared with two information conditions, a general leaflet about traffic, and a specific leaflet about speeding. One week after participation in the study subjects were sent a questionnaire, to measure whether changes in knowledge and attitudes were retained afterwards. It appeared that the general attitude towards speeding was changed most in the multimedia program condition, subjects became more negative towards speeding and various related aspects. The specific speeding leaflet appeared to influence the attitude towards driving fun positively and obeying traffic rules negatively, which are unwanted directions. With regard to knowledge of speeding and its consequences the computer program did not do better than the other conditions. However, the subjects considered the program more impressive than the leaflet conditions and indicated that they would consent to participate when being stopped in real speeding conditions.