Sequential order of the binding communication paradigm: A road safety case study
Résumé
The paradigm of binding communication combines knowledge taken from persuasive communication and the theory of commitment. Conceptually, the paradigm entails performing a low-stakes act and exposure to a persuasive message. In doing so, the likelihood of achieving an effect on behavior is much greater than for strategies solely based on one or the other of these components. However, there is no consensus on the best sequentiality of the binding communication paradigm: traditional usage suggests that the act must be preparatory (meaning prior to the message) while others follow different sequences (during or after the message). The goal of this study is to reveal whether a sequentiality of the paradigm should be preferred to induce motorized two-wheeler drivers (TWD) to reduce their speed. It also aims to confirm the greater efficacy of the binding communication paradigm over commitment or persuasion alone. Results show that TWD placed in the traditional binding communication condition express the greatest intention to reduce their speed and to do so on a larger scale in terms of km/h. In addition, binding communication confirms in a general manner that a combined approach is more effective than either persuasive communication or a pledged commitment alone.
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