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Understanding Children's Perceptions Of Bicycle Safety Training


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

This qualitative study targeted a heterogeneous sample of 9 to 12 year olds in the London, Ontario, Canada area. The purpose of this study was to understand children’s perspectives in regards to bicycle safety and risk perception. Gender differences of these perceptions were compared. Five semi-structured focus groups (n=14, 10 boys and 4 girls) and six interviews (n=6, 3 boys and 3 girls) were conducted (n=23; 16 boys and 7 girls). Ongoing thematic analysis was used during data collection to review and interpret the collected discussions. As a result, this study determined that girls take fewer unnecessary risks and are more affected by fear appeal and safety-related messages being delivered by a role model. Alternatively, boys are much more inclined to ignore the warnings and take a risk if there is potential to have fun. Boys seem more affected by an entertaining message delivered by a credible source, emphasizing the possibility to learn how to better ride a bicycle, without mention of safety. In conclusion, a social marketing campaign for children’s bicycle safety training that differs for boys and girls is suggested.

Product Specifications
SKU :COC62122
AuthorCassandra Ellis
Number of Pages72
Publishing Year24.04.2014
Edition1 st
Book TypeSocial research & statistics
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-08-05 00:00:00