Abstract:

Road traffic accidents in Nigeria are increasing at an alarming rate and have raised one of the countrys primary concerns. The current study aimed to investigate the effect of mortality awareness on attitude towards road safety. This studys main objective is to ascertain if subtle reminder of traffic mortality will influence road usersattitudes towards road safety. One hundred and three (n=103) road users from public bus terminals, and private car parking garages in the Enugu State of Nigeria participated in this study. A cross-sectional survey design was adopted. Data were collected using a modified version of the Attitude towards Safe Driving Scale (ASDS) and a scale developed to trigger mortality thoughts. The regression analysis conducted on the data established a positive association between a subtle reminder of mortality and attitude towards road safety at F (1,101), 367.67, P<.000. More so, an adjusted R2of .547 indicates that mortality reminders accounted for 54.7% of the variation in attitude towards road safety. The study concluded that mortality reminders are essential in controlling traffic-related accidents and violations. The practical implication and recommendations are discussed.

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