The effects of anti-speeding advertisements on the simulated driving behaviour of young drivers.

Recent examinations of road safety communications, including anti-speeding advertisements, have considered the differential effects of positive and negative emotional appeals on driver behaviour. However, empirical evaluations of anti-speeding messages have largely relied on measures of viewers' reported intentions to comply with speed limits and the self-reported driving behaviour of viewers post-exposure, which might not be indicative of the direct effects that these messages have on real-world driving behaviour. The current research constitutes a first empirical evaluation of different real-world anti-speeding advertisements, as measured by their effects on young drivers' speeding behaviour, using a driving simulator. Licensed drivers (N=116) aged 17-25 years completed driving measures prior to, immediately following, and 7-10days after viewing one of four social marketing advertisements. Results indicated that young drivers' average driving speeds were modestly reduced immediately after they viewed an anti-speeding advertisement that depicted social consequences for speeding and employed a positive emotional appeal when compared to an emotion-matched control advertisement; however, this effect was not found for the anti-speeding advertisement depicting a crash. Interestingly, the results based on reported intentions to reduce speeding predicted the opposite pattern of results. However, there was no evidence that the immediate changes to speeding were maintained 7-10days later, and prompts during Phase 2 did not appear to have an effect. The implications of these findings for road safety advertisements targeting young drivers are discussed.

Differential effects of traffic sign stimuli upon speeding in school zones following a traffic light interruption.

Motorists whose journey has been interrupted by signalized traffic intersections in school zones resume their journey at a faster vehicle speed than motorists who have not been required to stop. Introducing a flashing "check speed" sign 70m after the traffic intersections counteracts this interruptive effect. The present study examined which aspects of a reminder sign are responsible for reducing the speeding behavior of interrupted motorists. When a sign that combines both written text and flashing lights was introduced, interrupted motorists did not speed, traveling on average 0.82km/h below the 40km/h speed limit when measured 100m from traffic intersections. Alternatively, when only the flashing lights were visible the interrupted motorists sped 3.36km/h over the 40km/h speed limit. Similar vehicular speeds were observed when only the written text was visible and when no sign was present (7.67 and 7.49km/h over the 40km/h speed limit, respectively). This indicates that static reminder signs add little value over the absence of a school zone reminder sign; the presence of both cues is necessary to fully offset the interruptive effect. This study also highlights the benefit of using exogenous visual cues in traffic signs to capture drivers' attention. These findings have practical implications for the design and use of traffic signs to increase compliance with posted speed limits.

Speeding in school zones: violation or lapse in prospective memory?

Inappropriate speed is a causal factor in around one third of fatal accidents (OECD/ECMT, 2006). But are drivers always consciously responsible for their speeding behavior? Two studies are reported which show that an interruption to a journey, caused by stopping at a red traffic light, can result in failure to resume the speed of travel prior to the interruption (Study 1). In Study 2 we showed that the addition of a reminder cue could offset this interruption. These studies were conducted in a number of Australian school zone sites subject to a 40 km/h speed limit, requiring a reduction of between 20 km/h and 40 km/h. Motorists who had stopped at a red traffic signal sped on average, 8.27 km/h over the speed limit compared with only 1.76 km/h over the limit for those who had not been required to stop. In the second study a flashing "check speed" reminder cue, placed 70 m after the traffic lights, in the same school zones as those in Study 1 eliminated the interruptive effect of stopping with drivers resuming their journey at the legal speed. These findings have practical implications for the design of road environments, enforcement of speed limits, and the safety of pedestrians.

Self-control in honeybees.

Self-control means choosing a large delayed reward over a small immediate reward; impulsiveness is its opposite. The metabolic hypothesis states that the amount of self-control across species correlates negatively with metabolic rate (Tobin & Logue, 1994). Foraging honeybees have high metabolic rates; the metabolic hypothesis would predict little self-control in bees. But foraging bees work for the long-term good of their hive, conditions that seem to require self-control. In three experiments, we gave bees the choice between (1) a sweeter delayed reward and a less sweet immediate reward and (2) a large delayed reward and a small immediate reward. Bees showed much self-control, inconsistent with the metabolic hypothesis.