PSYCHOLOGICAL-FACTORS IN ROAD TRAFFIC ACCIDENTS - STATISTICAL EVIDENCE AND A STUDY OF THE EFFECTS OF VIEWING AN ANTI-SPEEDING FILM

Published data show strong, but indirect, evidence for the role of psy chological factors in fatal road accidents in both parts of Ireland. M ales are much more often killed in accidents than females, and this re mains the case when only vehicle drivers are considered. In both North ern Ireland and the Republic of Ireland, male deaths are strongly link ed to age, with those of 18-24 years being most at risk. If drivers on ly are considered, then the Northern Ireland statistics again show a p ronounced peak in the 18-24 years range, but this is less evident in t he Republic of Ireland. These data replicate the young driver problem, previously documented in studies in many countries. The second part o f this paper presents data from a study conducted by an advertising ag ency evaluating a film to be used as part of a televised campaign to r educe speeding in Northern Ireland. Participants (17-24 years old) pro duced second-by-second ratings of films as they watched them. The anti -speeding film was rated as more interesting, but no more relevant to them than comparison films with different content. In post-viewing que stionnaires, the anti-speeding film was again rated as more interestin g but no more relevant than the other films. Content analysis of other questions showed that participants liked the fact that the film showe d the dangers and the consequences of speeding, and participants eithe r disliked nothing about the film or disliked the distressing accident shown in the film. Implications for health promotion strategies and t heir evaluation are discussed.