Social Cognitive Theory in Drivers Compliance to FRSC’s Speed Limit Device Communication Campaign in Rivers State, Nigeria

Authors : UCHEOBI, Uche Aham

Volume/Issue : Volume 5 - 2020, Issue 1 - January

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The social cognitive theory helps in understanding how individuals respond to efforts geared towards behaviour change. The theory is a potent framework for explaining drivers’ compliance to the Federal Road Safety Commission (FRSC) communication campaign on installation of speed limit device (SLD) in Nigeria. By Decree 45 of 1988, the FRSC has the responsibility for preventing and minimising accidents on the highways and removing obstructions on any part of the highways and for educating drivers, motorists and the public generally on the proper use of highways. One of the means to accomplish these is the communication campaign on SLD. Communication campaign is a wholistically planned effort with different strategies and use of media to inform or increase awareness, influence or change the behaviour of people over issues of public importance. This paper examined social cognitive theory in drivers’ compliance to FRSC’s SLD communication campaign in Rivers State, Nigeria. Data were collected from secondary sources with inferences made at the end. It was concluded that drivers in Rivers State would respond to the communication campaign based on their self-efficacy, goal, and result expectancy, which are identifiable in the social cognitive framework. It was recommended that when there is appropriate training for commercial drivers, the process of licensing should not be rigorous in order to encourage discipline. More messages need to reach the commercial drivers on the importance of safe driving through the SLD should be communicated to the drivers.

Keywords : Communication Campaign, Road Safety, Social Cognitive Framework, Speed Limit Device.


Paper Submission Last Date
30 - June - 2023

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