Can social marketing make 20mph the new norm

摘要: This paper reports the findings of a study that explored possible role for social marketing in supporting compliance with 20 mph signs-only speed limits. The study, completed July 2012, involved review literature, re-visiting case studies existing and planned schemes, mainly within Great Britain, qualitative research project citizens Bristol, England. A key finding was mismatch between people׳s apparent support limits their actual driving behaviour. focused on investigating this gap. A range groups Bristol drivers residents were recruited to provide insights into why some people may not comply where they are place, what could be done counter non-compliance. The suggest three driver types relation areas: ‘champions’, ‘pragmatists’ ‘opponents’. discusses mapping these onto Moore׳s ‘crossing chasm’ variant Rogers׳ diffusion an innovation model. Here, ‘chasm’ represents difficulty encouraging amongst pragmatists same way as champions. Based this, it is suggested techniques can ‘bridge’ over by helping position new norm urban areas. mechanism change would descriptive (what believe normal) well injunctive think should normal). In theory, contagion effect help spread behaviour pragmatists—eventually generating tipping point which move en-masse, quickly shifting from at 30 areas mph—‘because everyone else does’.