Dual-process models
There are many theories that fall under the category of dual process models , including the ‘ elaboration likelihood model ’ and the ‘ heuristic systematic model ’ and , while they do have differences , they share some similarities . According to dual-process models of behavioural decision-making , there are two modes for decision making ; one that is based on automatic reaction and emotion and the other that is based on logical , planned thought . The former involves thought-out , conscious process of decision making whereas the latter involves automatic , unconscious processes ¹.
Dual-process models are useful to bear in mind for our context because they draw attention to the fact that decisions can be made with little thought or consideration , and offending does not always result from risky attitudes or thought-out intentions to offend .
The Theory of Planned Behaviour
A development of the Theory of Reasoned Action , the Theory of Planned Behaviour ( TPB ) states that attitudes and subjective norms can influence behavioural intention but also that perceived behavioural control contributes to that intention 1 . This means the belief that an individual has in their ability to control the action or behavioural choice in question , with individuals more likely to form that intention to do something if they believe that they are able to do it successfully and control the factors associated with doing it .
The Theory of Planned Behaviour has relevance to our context because it would argue that someone who believes they can control a situation and its outcome may act in a risky way regardless of the known risks ( which they believe are relevant to others but not themselves ).
Social Learning / Cognitive Theory
Originally developed as the Social Learning Theory , Social Cognitive Theory claims that individuals learn from the observation of others during a range of interactions and encounters 3 . Replication of those behaviours follows a cognitive process whereby individuals recall the process of behaviour and responses or consequences to that behaviour that they have witnessed .
Individuals in our context may learn behaviour from other adults , peers or media representations . In some cases they will learn that the observed behaviour has no consequences , but we might hope to change their behaviour by being shown negative outcomes ( through education for example ) . However , the difficulty in applying this theory to road safety interventions is that individuals may observe or cognitively process a behaviour but not change their own behaviour as a result of that - and it is very difficult to control what sort of outcomes someone observes in addition to what we want them to observe .
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¹ Chaiken , S . and Trope , Y . eds ., ( 1999 ). Dual-process theories in social psychology . Guildford : Guilford Press . ² Ajzen , I . ( 1991 ). The theory of planned behavior . Organizational Behavior and Human Decision Processes , 50 , 179 – 211 . ³ Bandura , A . ( 1986 ) Social Foundations of Thought and Action : A Cognitive Social Theory . Englewood Cliffs , NJ : Prentice-Hall .