Citation

Grayson A. Accid. Anal. Prev. 2019; 133: e105295.

Affiliation

Klein Buendel, Inc., 1667 Cole Blvd. Ste. 225, 80401, Golden, United States. Electronic address: agrayson@kleinbuendel.com.

Copyright

(Copyright © 2019, Elsevier Publishing)

DOI

10.1016/j.aap.2019.105295

PMID

31590093

Abstract

This formative study investigates the utility of the social norms approach (SNA) and self-determination theory (SDT) in framing safe bicycling messages with the goal of increasing intention to use bicycle lanes on a university campus. In Study 1, observational data showed that the majority of campus bicyclists did not use designated bike lanes while cycling; thus, intention to use bicycle lanes was chosen as the dependent variable for Study 2. Survey data (n = 168) collected from college students measured SNA and SDT constructs related to intention to use bicycle lanes, including descriptive norms, injunctive norms, autonomy, competence, and relatedness.

RESULTS indicate that different aspects of both the SNA and SDT are viable approaches for developing bicycle safety campaign messages, as competence, relatedness, and injunctive norms were significant predictors of intention to use bicycle lanes. Implications for the development of campaign messages are discussed, and information is presented to assist other groups so they can use the same process to develop relevant campaign messages.

Copyright © 2019 Elsevier Ltd. All rights reserved.

Language: en

Keywords

Accident prevention; Bicycle safety; Formative research; Message intervention; Self-determination theory; Social norms approach