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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Development and evaluation of a mass media Theory of Planned Behaviour intervention to reduce speeding
Authors: Stead, Martine
Tagg, Stephen
MacKintosh, Anne Marie
Eadie, Douglas
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Issue Date: Feb-2005
Publisher: Oxford University Press
Citation: Stead M, Tagg S, MacKintosh AM & Eadie D (2005) Development and evaluation of a mass media Theory of Planned Behaviour intervention to reduce speeding, Health Education Research, 20 (1), pp. 36-50.
Abstract: The Theory of Planned Behaviour (TPB) has been widely applied to the explanation of health and social behaviours. However, despite its potential to inform behaviour change efforts, there have been surprisingly few attempts to use the TPB to design actual interventions. In 1998, the Scottish Road Safety Campaign implemented a 3-year mass media campaign to reduce speeding on Scotland's roads which was explicitly shaped by the TPB's three main predictors: Attitude, Subjective Norms and Perceived Behavioural Control. A 4-year longitudinal cohort study examined the impact of the campaign on communications outcomes and on TPB constructs. Overall, empirical support was found for the decision to use TPB as the theoretical underpinning of the advertising. The advertising was effective in triggering desired communications outcomes, and was associated with significant changes in attitudes and affective beliefs about speeding. In conclusion, future directions for road safety advertising and for TPB research are discussed.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing
University of Strathclyde
Institute for Social Marketing
Institute for Social Marketing

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