THE IMPACT OF COMMUNICATION ON ROAD USERS’ RULES CONFORMITY, REINFORCEMENT AND BEHAVIOUR EXCHANGE
This study examines the extent to which communication as a social marketing tool can help bring about road users’ rules conformity, reinforcement and behavioural exchange. From a population of 11,760,871, a sample of 420 was derived using Krejcie and Morgan sample table. The theoretical framework was anchored on communication theory, behavioural learning theory and exchange theory. The stated hypotheses were tested using Multiple Regression and from the findings, we realized that all the hypotheses tested had a significant coefficient and associated p-values. For these reasons, the stated null hypotheses were rejected. The study further recommends that government and policy makers on matters of road usership and safety should use social marketing efforts, applying measures such as communication in influencing and modifying the behaviour of the road users to conform to the rules on usage of the road, to reinforce better behaviour on the road and to ensure road users let go undesirable behaviour for better behaviour on the road.