In this article, Allegrante, JP. and Mortimer RG. collect data doing personal interviews at motorcycle dealerships on a multistage cluster sample of 253 motorcyclists in Illinois, a state without a helmet use law. The results of the study show that 53% of the variance in behavioral intentions to wear a safety helmet could be explained from the attitudinal and social- normative factors. The decision not to wear a helmet by these individuals was found to be primarily based under attitudinal rather than social-normative control. There was a factor analysis done and it revealed that there was beliefs loaded on three primary factors concerning the consequences of helmet use: #1 safety,#2 comfort convenience's, #3 and social image. Overall, the findings indicate that nonintenders are generally not as informed about the safety implications of helmet use as the intenders. Therefore, this suggest that there is a need and justification for public policy to stress an informational approach to the problem of nonuse now that states appear to be moving away from legislating use.
http://trid.trb.org/view.aspx?id=206139
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