Design and Evaluation of a Persuasive Road Marking System for Controlling Speeding Behavior

Although persuasive technologies have effectively influenced road drivers' behavior change, the use of persuasive road markings to control speeding behavior remains unexplored. This study developed and evaluated a persuasive road marking system (PRMS) in a virtual reality (VR) driving environment. The PRMS seeks to persuade drivers to adhere to speed limits and it incorporates persuasive features such as reduction, self-monitoring, suggestions, similarity, trustworthiness, normative influence, and social facilitation. Participants (230) drove in both familiar and unfamiliar VR environments with implementations of the PRMS. Findings highlight VR's potential for evaluating behavior change interventions and persuasive technology as an alternative intervention for controlling speeding on roads. Additionally, the study confirmed that having a positive attitude towards safe driving is insufficient to promote adherence to safe driving behavior (i.e., driving within speed limits). Similarly, a lack of a positive safe driving attitude does not also suggest a lack of safe driving behavior.