The activation of eco-driving mental models: Can text messages prime drivers to use their existing knowledge and skills?

Pampel, Sanna M.; Jamson, Samantha L.; Hibberd, Daryl; Barnard, Yvonne · 2017 · Crossref

DOI: 10.1007/s10111-017-0441-3

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Summary

This study investigates whether simple, periodic text messages can activate drivers’ existing eco-driving mental models to improve fuel efficiency, challenging the assumption that drivers lack the necessary knowledge and skills. While previous research indicates that drivers possess substantial eco-driving knowledge, they often fail to apply it in everyday driving due to ingrained habits and a lack of motivation. The authors hypothesized that providing eco-driving primes and advice via text messages over two weeks would encourage the activation of these mental models, leading to behavioral changes comparable to direct instructions. The researchers conducted a driving simulator experiment using a 2 × 4 mixed design. Participants were randomly assigned to one of four groups: (1) eco-general texts (receiving general eco-driving primes), (2) eco-behaviour texts (receiving specific eco-driving advice), (3) safety-general texts (receiving safety primes), and (4) an experimenter instruction group (instructed to drive fuel-efficiently immediately before the post-test drive). All participants completed a pre-test drive and a post-test drive. The text message groups received nine messages over two weeks, including five intervention-specific messages and four filler messages, designed to prime or advise without requiring attention during driving. The simulator featured realistic scenarios designed to test eco-driving behaviors (acceleration, cruising) and conflicts between safety and eco-driving (crossing cars, speed limit changes). The results indicated that the text message interventions—both eco-driving primes and advice—did not produce the desired behavioral changes or fuel savings. In contrast, the group that received direct verbal instructions to drive fuel-efficiently immediately before the drive demonstrated significant eco-driving behaviors. The study found that while drivers are capable of eco-driving when explicitly prompted, subtle primes delivered via text messages over two weeks were insufficient to activate their existing mental models or overcome habitual driving patterns. The safety primes also did not significantly alter driving behavior in a way that distinguished it from normal driving. These findings highlight the difficulty of changing ingrained driving habits through low-intensity interventions like text messages. The study suggests that while drivers possess the necessary skills, they require more direct or immediate activation to apply them. The implications for the field indicate that cost-efficient, non-intrusive methods like periodic text primes may be ineffective for sustainable behavior change. Future research is needed to identify stronger messaging strategies or alternative methods to activate existing knowledge and skills, potentially combining training with more immediate cues to achieve lasting fuel efficiency improvements.

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Topics

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• eco driving
• public messaging
• in vehicle coaching