An implicit non-self-report measure of attitudes to speeding: development and validation

Speeding is a major contributor to road trauma and attitudes toward speeding are hypothesised to be a key determinant of the behaviour. Attitudinal research is limited by reliance on self-report measures and the attendant possibility of reporting biases. The Implicit Association Test (IAT) aims to measure attitudes without reliance on self-report, by assessing the association between a target-concept and an evaluation, in terms of reaction time for compatible versus non-compatible pairings. The present research aimed to develop and evaluate an IAT to measure attitudes to speeding. Forty-five licensed drivers completed the speed-related IAT, and drove a driving simulator. Participants also completed a questionnaire that assessed self-reported attitudes to speeding, and several variables theoretically related to attitudes, including speeding behaviour. Observed IAT results suggested that attitudes toward speeding are negative, and were generally consistent with results derived from the simulated driving and self-reported behaviours, beliefs, and attitudes. Thus, the speed-related IAT appears to be a valid measure of attitudes toward speeding, which might be used to measure attitudes in road safety research without reliance on self-report.