The Scottish Government

2002

CONTENTS

ACKNOWLEDGEMENTS
EXECUTIVE SUMMARY
CHAPTER ONE THE FOOLSSPEED CAMPAIGN
1.1 INTRODUCTION
1.2 THE CAUSES OF SPEEDING
1.3 THE THEORY OF PLANNED BEHAVIOUR
1.4 THE FOOLSSPEED CAMPAIGN
CHAPTER TWO: EVALUATION METHODOLOGY
2.1 METHOD
2.2 SAMPLE AND RESPONSE RATE
2.3 SAMPLE CHARACTERISTICS
CHAPTER THREE: RESPONSE TO THE FOOLSSPEED CAMPAIGN
3.1 AWARENESS OF CAMPAIGN ELEMENTS
3.2 REACTIONS TO THE "MIRROR" ADVERTISEMENT
3.3 REACTIONS TO THE 40-SECOND "FRIENDS AND FAMILY" ADVERTISEMENT
3.4 REACTIONS TO THE 40-SECOND "SIMON SAYS" ADVERTISEMENT
3.5 SUMMARY: RESPONSE TO THE FOOLSSPEED CAMPAIGN
CHAPTER FOUR: THEORY OF PLANNED BEHAVIOUR COMPONENTS: RESULTS OVER 4 YEARS
4.1 ATTITUDES
4.2 SUBJECTIVE NORMS
4.3 PERCEIVED BEHAVIOURAL CONTROL
4.4 ADDITIONAL TPB COMPONENTS
4.5 BEHAVIOURAL INTENTIONS
4.6 REPORTED BEHAVIOUR
4.7 PREDICTIVE STRENGTH OF THE TPB MODEL
4.8 SUMMARY: CHANGES IN THEORY OF PLANNED BEHAVIOUR COMPONENTS OVER THE FOUR SURVEYS
CHAPTER FIVE: CONCLUSIONS
REFERENCES
APPENDIX A: CALCULATION OF MILEAGE
APPENDIX B: Changes in TPB components over the 4 surveys: Full tables

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