A Naturalistic Study of the Impact of Message Framing on Highway Speeding

摘要: Speeding is the most common road violation, and one of main causes crashes. To protect users, authorities use sanctions preventive measures to prompt drivers observe speed limits. However, efficacy prevention messages varies according a number factors, among which risk framing important. We ran study test whether gain more effective than loss (framing effect). Four anti-speeding were presented on variable-message signs, along side busy 8-lane highway in France (speed limit: 130 km/h - 80 mph), during 6 weekends. Within between subject design, differed orientation (gain vs. no message) theme (crash fuel consumption). The drivers' was recorded 2 km (1.25 miles) after sign (6486 recordings speed). results showed that lower when message displayed control condition, gain-framed rather loss-framed. These effects stronger left lanes (overtaking lanes). Hence, framed are recommended for campaigns at least factor salient.