Social value, normative features and gender differences associated with speeding and compliance with speed limits

Area of Science:

• Psychology
• Social Psychology
• Traffic Safety

Background:

• Speeding is a major cause of road crashes, occurring more frequently in males.
• Gender social norms may explain why males value speeding more than females.
• Few studies have directly examined gendered prescriptive norms related to speeding.

Purpose of the Study:

• To investigate gender differences in the social valuation of speeding.
• To explore gendered prescriptive norms associated with speeding behavior.
• To identify the dimensions of social value (desirability, utility) linked to speeding.

Main Methods:

• Two studies were conducted using a socio-cognitive approach to social norms.
• Study 1 (N=128) used a within-subject design and a self-presentation task.
• Study 2 (N=885) employed a between-subject design and a judgment task.

Main Results:

• Both genders devalued speeding, but males did so less than females.
• Males devalued speed limit compliance more than females on the social desirability dimension.
• Speeding was valued more for social utility than desirability, while speed limit compliance was valued similarly across dimensions.

Conclusions:

• Males exhibit a lesser devaluation of speeding and speed limit compliance compared to females.
• Road safety campaigns targeting males should focus on the social desirability of speed compliance rather than devaluing speeding.