Young drivers' sensation seeking, subjective norms, and perceived behavioral control and their roles in predicting speeding intention: How risk-taking motivations evolve with gender and driving experience

Aim: The objective of this research, based on an extended version of the Theory of Planned Behavior (TPB, Ajzen, 1985), was to study factors likely to influence young French drivers' intention to drive faster than 110 km/h on a road where the speed limit is 90 km/h. In addition to the TPB factors, we took into account the following factors: past behavior, sensation seeking, comparative judgment of risk, and - taken from the Prototype Willingness Model (Gibbons and Gerrard, 1995) - self-descriptions, typical-deviant descriptions and perceived similarity to the typical deviant. Sample: A questionnaire survey was conducted on 3002 drivers ages 18-25. They were distinguished according to gender and driving experience (time since obtaining driver's license): novices (less than 1 year), beginners (1 year to less than 3 years), and more experienced drivers (3 years or more). Results and discussion: Determinants of the intention to speed were mostly attitude, normative variables, and past behavior. The regression model explained 72% of the variance. Men had a slightly higher intention to speed than did women. The impact of sensation seeking and injunctive norms was stronger on men's intention to speed, whereas self-descriptions variables had a greater impact on women's intention. Speeding intention increased with driving experience. The influence of sensation seeking was stronger among the novices, normative influence was stronger for the beginners, and perceived behavioral control had the greatest impact among the more experienced drivers. The results are discussed in terms of processes and applications. (C) 2010 Elsevier Ltd. All rights reserved.