Application of Behavior Change Theory to the Development

20
BEHAVIOR CHANGE THEORY
Both six and twelve month results for the four groups were based upon the proportion
of drivers who remain “trouble free” (successes), which was defined to mean any of the
following: no entry for any traffic violation during the relevant time period; only minor
violations such as equipment infractions, excessive noise, and axle overload; and no
chargeable accidents. Comparisons involved successes of each of the three treatment
groups versus controls. No differences were detected for the standard letter. At the
end of six months, significantly fewer traffic involvements were recorded for the group
receiving the personalized letter; and at the end of one year, significantly fewer traffic
entries were made to the driving records of the group receiving the personalized, softsell
letter. The superior results of those receiving either the personalized or soft-sell
letters was attributed to the more favorable reception given the correspondence, which
resulted in a more positive response to the message. However, an age-gradient was
reported since all of the identified differences were due to the population of drivers
under the age of 25. According to Prochaska and DiClemente (1982), an age-gradient
can be viewed as a proxy for any number of other differential effects, including
“readiness to change”.
Kaestner et al. (1965) reported that the results, “support the contention that it is in fact
possible to modify long range, nonverbal behavior by one shot verbal appeals.
However, it must be recognized that the content and, to at least as great an extent, the
formal appearance of the appeal is of critical importance.” This quotation implies that
quantum change (Miller & C’de Baca, 1994) is a realistic goal for negligent operator
treatment systems.
Marsh, 1969
RATINGS:
Design Quality: 16/24
Warning Letter: 16/33
In 1966, there were 415,000 reported collisions on California’s roadways, which
accounted for 4,830 deaths and approximately 230,000 injuries. The California
Department of Motor Vehicles calculated associative costs totaling $764,000,000, or
$1,800 per reported collision (1968).
In this study, the California Department of Motor Vehicles evaluated eight driver
improvement techniques, including a warning letter. Between December 1965 and
September 1966, 15,293 California drivers were selected from pre-established criteria,
including the condition that the driver had no record of previous contact by DMV in
regard to the Negligent Operator Program. Each driver was assigned to one of the eight
techniques or to the control group. However, “clerical distortions” may have
introduced a bias into the selection process causing significant differences in subject
characteristics between treated and control subjects. Therefore, a determination was
made that insufficient information existed to ascertain whether or not the researcher
was blinded to the randomization schedule. Concerning other design characteristics,
the participation rate exceeded 70 percent, there was a no-contact control condition, and
the treatment clearly preceded the outcome.
Each subject in the treatment group was sent the standard warning letter that was in
use as part of the regular driver improvement program. In 1965, the standard warning