Perceptions matter: speeding behavior varies as a function of increasing perceived exposure to content encouraging...

Area of Science:

• Road Safety
• Behavioral Science
• Media Studies

Background:

• Speeding is a major global cause of traffic crashes and fatalities.
• Previous research suggests a link between exposure to speeding behavior and engaging in it.
• The extent of exposure to speeding content and the role of social media remain under-investigated.

Purpose of the Study:

• To quantify self-reported exposure to speeding content across social media, mass media, and peer interactions.
• To examine the relationship between perceived exposure to speeding content and actual speeding behavior.

Main Methods:

• An online survey was administered to 628 Queensland motorists with Facebook accounts.
• Participants completed a 20-25 minute survey on their perceptions of speeding content exposure and their own driving behavior.

Main Results:

• Half of the participants reported speeding over 10% of the time.
• Motorists perceived exposure to speeding content 40% of the time via mass media and 29% via social media.
• Perceived peer speeding was reported 39% of the time, and higher exposure levels were found in speeders compared to non-speeders.

Conclusions:

• Perceptions of exposure to speeding content (mass media, social media, peers) align with actual speeding behavior.
• Further research is required to differentiate the impact of various media on speeding and determine thresholds for behavior change.