Going with the flow: Young motorcyclists' misperceived norms and motorcycle speeding behaviour

Duong, H and Parker, L 2018, 'Going with the flow: Young motorcyclists' misperceived norms and motorcycle speeding behaviour', Journal of Social Marketing, vol. 8, no. 3, pp. 314-332.


Document type: Journal Article
Collection: Journal Articles

Title Going with the flow: Young motorcyclists' misperceived norms and motorcycle speeding behaviour
Author(s) Duong, H
Parker, L
Year 2018
Journal name Journal of Social Marketing
Volume number 8
Issue number 3
Start page 314
End page 332
Total pages 19
Publisher Emerald Publishing Limited
Abstract Purpose - This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour. Design/methodology/approach - A cross-sectional survey of 541 young motorcyclists was carried out as the second phase of a larger project, which examined the role of social norms related to road safety attitudes and behaviours. Findings - The results showed misperceptions of perceived speeding norms among both male and female young motorcyclists. There was an association between normative misperceptions and speeding behaviour, and between speeding behaviour and approval to speeding behaviour by young motorcyclists. In addition, peer presence was found to moderate the relationship between misperceptions of speeding norms and speeding behaviour. Originality/value - The study contributes to addressing the call for study of social norms marketing and health risks in non-Western contexts. Further, the results provide support for social marketers to consider the use of social norms approach in designing social marketing campaigns to promote safe motorcycle driving behaviours.
Subject Marketing not elsewhere classified
Communication Studies
Keyword(s) Social norms
Descriptive norms
Misperceptions
Motorcycle speeding
Speeding behaviour
Young motorcyclists
DOI - identifier 10.1108/JSOCM-10-2017-0064
Copyright notice © Emerald Publishing Limited
ISSN 2042-6763
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