Drivers' biased perceptions of speed and safety campaign messages

One hundred and thirteen drivers were surveyed for their perceptions of driving speed to compare self-reported average speed, perceived average–other speed and the actual average speed, in two conditions (50 and 100 kph zones). These contrasts were used to evaluate whether public safety messages concerning speeding effectively reach their target audience. Evidence is presented supporting the hypothesis that drivers who have a biased perception of their own speed relative to others are more likely to ignore advertising campaigns encouraging people not to speed. A method of self–other–actual comparisons detects biased perceptions when the standard method of self–other comparison does not. In particular, drivers exaggerate the perceived speed of others and this fact is masked using traditional methods. The method of manipulation is proposed as a way to evaluate the effect of future advertising campaigns, and a strategy for such campaigns is proposed based on the results of the self–other comparisons.