Risky Driving Attitudes in Ghana: Is the Use of Fear-Based Messages Operational?

Abstract

Scare tactics are often used in road safety campaigns even though years of research into fear appeals have yielded inconsistent results. In Ghana, where all efforts are being made to reduce traffic accidents, the use of fear appeals and threat of enforcement has not been spared. In an experimental study, the researchers investigated the effectiveness of this message on risky driving attitude and also explored the effect of an alternative strategy, fear of prosecution. Findings from this study suggest that fear appeals, fear of prosecution and combination of these two strategies do not have an effect on risky driving attitudes. These findings are used to make conclusions about the design of road safety campaigns incorporating such scare tactics.

Approaches to the Effective Prevention of Road Traffic Injuries in Sub-Saharan Africa: A Systematic Review

“…The articles on education clearly demonstrate that knowledge about road safety and traffic signs and fear-based appeals do not translate into a commensurate attitudinal and behavioural change on the road (Anakwah et al, 2015;Blantari et al, 2005;Johnson & Adebayo, 2011). Our findings on the use of the media, especially threat-based messages, align with other reports in the literature.…”

“…The study found fear-based messages had no impact on risky driving behaviour and recommended that such tactics be used with caution in road safety campaigns (Anakwah et al, 2015). They further argue that road traffic injury prevention resources could be channelled into other more effective prevention measures than fear-based messages (Anakwah et al, 2015).…”

“…Anakwah et al assessed the operationality of using fear-based video clips on the risky driving behaviour of commercial drivers (Anakwah et al, 2015). Sixty (60) second fear based video clips were shown to the intervention group and the control group saw a commercial sales advertisement that had no fear content.…”

‘Bone-Shakers’ and Contemporary ‘Tro-Tro’ in Ghana: Implications for Traffic and Transport Psychology

“…Considering the nature of risky driving in Ghana (Anakwah et al, 2015), the role of passengers in maintaining sanity is very vital. Passengers are seen as visible checks and regulators on the conduct of both drivers and conductors within the 'Tro-Tro' system.…”

“…It will help explain the changing aspects of human behaviour on the roads of Africa and enhance development (Anakwah et al, 2015;Conkle, & West, 2008). On the whole, this will positively enhance planning, policy making, and growth.…”