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This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.
Abstract
Purpose
This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.
Design/methodology/approach
Drawing insights from 16 semistructured interviews with individuals experiencing blindness, this study reveals nuanced aspects of Braille utilization.
Findings
Three key motivations for Braille usage are identified: as a coping mechanism for functional needs and to combat stigma; as an embodied experience contributing to pleasure; and as a heritage embodying a culture of visual impairment. Obstacles include cultural and financial barriers to learning, incomplete retail transcriptions limiting practicality and spatial congestion issues.
Originality/value
This study underscores Braille’s dual function as both coping mechanism and cultural heritage. By highlighting obstacles, it sheds light on challenges faced by consumers with visual impairments, facilitating advocacy and promoting inclusive retail practices. Originality lies in recognizing diverse motivations and experiences among Braille users, offering insights for enhancing tactile engagement in the marketplace.
Details
Keywords
Raphael Odoom, Priscilla Teika Odoom and Mavis Essandoh
The study aims to examine social-psychological beliefs and personality traits and their linkage with driver predispositions and road safety behaviour grounded on notions derived…
Abstract
Purpose
The study aims to examine social-psychological beliefs and personality traits and their linkage with driver predispositions and road safety behaviour grounded on notions derived from an integration of the health belief model (HBM) and the theory of planned behaviour (TPB) in social marketing.
Design/methodology/approach
The study used a cross-sectional survey to gather data from 587 licenced drivers in 3 major urban settlements in Ghana. The theoretical model was tested by using covariance-based structural equation modelling.
Findings
The study finds that the effects of perceived benefits, perceived behavioural control, social norms and cues to action on road safety behaviour are direct; the effects of perceived susceptibility, severity and barriers on road safety behaviour are fully mediated by driver attitude towards safe driving. Some of these effects were moderated by conscientiousness and neuroticism.
Practical implications
The findings offer empirical grounds for the development of evidence-based social marketing interventions that leverage efficacy-centred messages, social influence through community-based approaches, informational cues with consistent education and are tailored to the personality traits of drivers with the aim of inducing wilful on-road safety behaviour towards achieving sustainable road safety culture.
Originality/value
This study extends the integrative applicability of the HBM and TPB in understanding road safety behaviour and establishes attitude as a vital facilitator, and personality traits as moderators of the belief-preventive behaviour linkage within a developing country context. It contributes towards the use of theory-based outcomes to enhance the efficacy of social marketing road safety campaigns.
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Keywords
Tobias Otterbring, Giampaolo Viglia, Laura Grazzini and Gopal Das