Tailoring in risk communication by linking risk profiles and communication preferences: The case of speeding of young car drivers
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- 作者：Sarah Geber ; sarah.geber@ijk.hmtm-hannover.de ; Eva Baumann ; Christoph Klimmt
- 关键词：Speeding ; Young car drivers ; Risk communication ; Segmentation ; Targeting ; Quantitative analysis ; Cluster analysis
- 刊名：Accident Analysis & Prevention
- 出版年：2016
- 出版时间：December 2016
- 年：2016
- 卷：97
- 期：Complete
- 页码：315-325
- 全文大小：780 K
- 卷排序：97
文摘
A theoretical and empirical basis for tailored risk communication is provided. We focus on young drivers as target group and on speeding as target behavior. Based on motivational dispositions toward speeding four risk groups are identified. The risk profiles are significantly associated with communication preferences. Promising risk communication strategies for anti-speeding campaigns are derived.