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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.

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.

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.

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.

Drawing upon the Traffic Safety Culture (TSC) perspective, this chapter outlines the reinforcing and transforming functions of advertising and illustrates such approaches by drawing upon examples from Australian road safety advertising campaigns. The argument put forth is that road safety advertising can be a robust tool; it can reinforce other countermeasures (enforcement) as well as transform community expectations and values and thus ultimately contribute to social as well as behavioral change.

This study aims to explore the relationship between speed behavior of participants and driving styles on interchange ramps. A spiral interchange in Chongqing was selected as an experimental road to carry out field driving experiment.

The continuous operating speed during experiment was selected by Mobile Eye, and the driving style was selected via two inventories.

Different driving behaviors showed great differences in age, driving mileage and driving experience. During driving process, male pursued driving stimulation more, whereas female pursued driving steadiness more. Therefore, driving characteristics of male were more disadvantageous to driving safety than that of female. Except for the large speed difference at the entrance and exit of the ramps, the differences at other positions were small. And the operating speed of male was slightly higher than that of female. The difference between different genders at the ascending end position achieved 4–5 kph, and the difference at other feature points were mostly 1–2 kph. During driving process, risky participants were more likely to pursue driving stimulation, and the poor speed control behavior was reflected in wide range of desired operating speed. Based on the results of analyzing at feature points, melancholy and sanguine participants more tended to take a high operating speed, and the poor speed control behavior was reflected in the most widely desired speed range. The speed control behavior of mixed participants was more cautious.

Advanced driving assistance system combined with two inventories was used to explore difference of speed behavior.

Purpose: This chapter synthesises a variety of findings on the topic of aggressive driving and delivers a suite of strategies for moderating such behaviours. Examples and formal definitions of aggressive driving acts are given, along with specific techniques for reducing excessive speed and other aggressive behaviours.

Methodology: Key references from the literature are summarised and discussed, and two examples detailing how multi-parameter distributions and models compare with the negative binomial distribution and model are presented.

Findings: Speeding is the most common type of aggressive driving, and speeding-related crashes represent a high share of traffic deaths. Speeding relates to many factors, including public attitudes, personal behaviours, vehicle performance capabilities, roadway design attributes, laws and policies. Anonymity, while encased in a vehicle, and driver frustration, due to roadway congestion or other issues, contribute to aggressive driving.

Research implications: More observational data are needed to quantify the effects of the contributing factors on aggressive driving.

Practical implications: Driver frustration, intoxication and stress can lead to serious crashes and other traffic problems. They can be addressed, to some extent, through practical enforcement, design decisions and education campaigns.