The decision to wear a seat belt: The role of cognitive factors, fear and prior behaviour

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Abstract
This paper presents an expectancy-value model designed to explain the decision to wear a seat belt and how this might be influenced by a persuasive communication. The usefulness of this approach was investigated in an experimental study in which subjects watched either a videotape on seat belts or a control videotape and completed questionnaires prior to and immediately after viewing the tape and at three months and one year after exposure. Path analyses indicated some support for the proposed model. The utility attached to the outcome death/serious injury and the perceived efficacy of seat belts in reducing one's risk both influenced the intention to wear a belt more often in future. The effects were small, however, and the amount of fear aroused by the videotape had an independent effect on intention. Furthermore, self-reported frequency of seat belt use assessed three months after exposure was influenced more by previous frequency of use than by intention. Thus there appears to be a large habitual component in seat belt use. The theoretical implications of these findings are discussed.

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