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 processes¹.
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.
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.
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