A qualitative analysis of young drivers' perceptions of driver distraction social marketing interventions (original) (raw)
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2015
This study gives insight into why current driver distraction social marketing interventions are not motivating the high-risk target audience of young drivers to cease using their mobile phones when driving. Three focus groups (n=30) were conducted with drivers aged 18-25 years old to explore current attitudes and behaviours in regard to mobile phone use when driving. Additionally four emergent themes were identified from the target audience’s reactions to six social marketing interventions specifically targeting mobile phone cessation. These themes are analysed through the lens of the Extended Parallel Process Model (EPPM) comprising perceived severity, perceived susceptibility, response efficacy and self-efficacy
Distracted driving prevention: an analysis of recent UK campaigns
Journal of Social Marketing, 2020
The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design.,This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure are analyzed.,There still exists a gap between theory and road safety campaign practice. The study reveals that campaigns with fear appeals primarily use threatening messages but neglect efficacy-based contents. Severity messages emerge as the dominant content type while self-efficacy and response efficacy are hardly represented. Fear appeal content in the threat component was mainly communicated through the mention of legal, financial and physical harm, whereas efficacy messages communica...
Driving and use of the mobile phone: a study among 18 to 24-year-old
Advances in Social Sciences Research Journal
While we know that using the telephone when driving increases the risk of accidents and that 18 to 24 year-olds are a fringe of the population that is particularly affected by fatal accidents on the road, we lack information concerning the use of the mobile phone in this age group. This study carried out with 208 young drivers aims to gather data, analyses their behavior at the wheel with the mobile plus their beliefs and awareness of risk. Three contexts are focused on: stopping at the red light, driving during the rush hour and highways. The findings highlight the importance of messaging and the influence of the context on the use of the mobile. We observe an inverse effect between the speed and messaging. While young people declare they are aware of certain risks, it concerns more the risks penalties and accordingly they appear to be impervious to road safety campaigns concerning the mobile phone behind the wheel. On this subject few major differences are to be found between male and female drivers and between very young and young drivers. The use of the mobile while driving among 18 to 24year-olds therefore presents universal characteristics of use from moment or the driver (male or female) is a little more experimented Keywords: Young drivers; risks on the road; the use of the mobile while driving;
Social Influences Among Young Drivers on Talking on the Mobile Phone While Driving
Traffic Injury Prevention, 2010
This study set out to measure the influence of injunctive, subjective, verbal, and behavioral norms on talking on a mobile phone while driving. In particular it examines social influences that have been neglected in past research, namely, injunctive norms and explicit verbal and behavioral norms communicated by law enforcers with regard to using a mobile phone when driving. All four types of social norms have rarely been used in studies of this social phenomenon, except for occasional exceptions drawing on Ajzen's theory of planned behavior, which addresses only one: subjective norms. Method: Regression analysis of data collected from young drivers from 217 questionnaires is used to predict the intention of motorists to continue talking on their mobile phones while driving. Selective interaction effects, the purpose of the call, and injunctive and subjective norms were included. Results: The results show that the explicit verbal and behavioral law enforcement norms, the subjective norms, and the interaction of the injunctive norm with the purpose of the call are significant predictors of the unlawful behavior. Conclusions: The results taken together seem to imply that social marketing is likely to encounter difficulty in changing behavior because the subjective norm (what others think I should do) coupled with the lack of enforcement (verbal norms) play important roles in maintaining the unlawful behavior. Moreover, the perception that talking on the mobile phone while driving is acceptable behavior (injunctive norm) in conjunction with the purpose of the call create further challenges to social marketers. The results have implications on policy makers and enforcers. Law enforcers should do their job to prevent the wrong behavior in the first place. In addition, campaigns may be directed to convince the target audience about the false norms and use persuasive communication to emphasize the potential costs of maintaining the unlawful behavior.
Adolescents' attitudes and intentions to use a smartphone app to promote safe driving
Transportation Research Interdisciplinary Perspectives, 2020
Designing effective driving safety interventions is imperative as traffic crashes are the leading cause of injury and death for adolescents. Using concepts from the Integrated Behavioral Model, we investigated adolescents' attitudes and intentions towards engaging in safe driving practices and using smartphone-based driving safety technology. Methods: Two-hundred and seven adolescents aged 14-18 (M = 16.1, SD = 0.8) completed a safe driving survey. A path model testing the associations between individual scores of attitudes, perceived norms, and perceived behavioral control with intentions controlling for demographic covariates was conducted. Results: Greater intentions to drive safely was associated with greater perceived norms from family and peers (β = 0.75, p < .001) and perceived capability (β = 0.19, p < .001) to drive safely. Greater intentions to adopt a driving safety app was associated with greater perceived norms from family and peers (β = 0.29, p = .007). Females reported greater intentions to adopt a driving safety app than males (β = −0.15, p = .044). Conclusions: Assessing attitudes and perceptions provides further understanding of what behavioral constructs are important for the development of adolescent driver safety interventions. Experimental research targeting and modifying behavior constructs is warranted.
2012
The present study examined the predictors of the intentions of young people aged between 17 and 24 years (N = 196) to use their mobile phone while driving. Using convenience sampling, drivers were recruited at petrol station travel centres to complete a cross-sectional survey. The Theory of Planned Behaviour constructs of attitude, subjective norm, and perceived behavioural control (PBC) were measured, as well as mobile phone involvement -a construct based on behavioural addiction components to reflect people's cognitive and behavioural interaction with their mobile phone. Attitudes, PBC, and mobile phone involvement predicted young people's intentions to use their mobile phone while driving, highlighting the need for interventions to address the perceived rewards and costs of the behaviour and to challenge the potentially powerful need to be constantly connected with others by technology irrespective of the associated dangers.
Mobile Phone Use “on the Road”: A Self-Report Study on Young Drivers
Frontiers in Psychology, 2021
BackgroundExtensive research showed that multitasking negatively affects driving performance. Multitasking activities can range from talking and texting to listening to music; particularly among young drivers, multitasking behavior is caused mainly from mobile phone use while driving which is one of the main causes of road accidents.ObjectiveThe main purpose of this study was to investigate whether some variables (e.g., Sensation-Seeking, preferences of Multitasking) could affect mobile phone use while driving in young drivers and whether any gender differences were present among the examined variables.Setting and participantsThe sample consists of 424 Italian students (56% males) with an age range of 18–21 years. A self-report questionnaire was specifically developed to assess variables such as: Attitude toward Multitasking, Perceived Self-efficacy in Multitasking, Accident Risk Perception, General Multitasking Habits, and Sensation Seeking.ResultsThrough SEM modeling, we found the...
International Journal of Human-Computer Studies, 2012
Vehicle crashes caused by driver distraction are of increasing concern. One approach to reduce the number of these crashes mitigates distraction by giving drivers feedback regarding their performance. For these mitigation systems to be effective, drivers must trust and accept them. The objective of this study was to evaluate real-time and post-drive mitigation systems designed to reduce driver distraction. The real-time mitigation system used visual and auditory warnings to alert the driver to distracting behavior. The post-drive mitigation system coached drivers on their performance and encouraged social conformism by comparing their performance to peers. A driving study with 36 participants between the ages of 25 and 50 years old (M¼34) was conducted using a high-fidelity driving simulator. An extended Technology Acceptance Model captured drivers' acceptance of mitigation systems using four constructs: perceived ease of use, perceived usefulness, unobtrusiveness, and behavioral intention to use. Perceived ease of use was found to be the primary determinant and perceived usefulness the secondary determinant of behavioral intention to use, while the effect of unobtrusiveness on intention to use was fully mediated by perceived ease of use and perceived usefulness. The real-time system was more obtrusive and less easy to use than the post-drive system. Although this study included a relatively narrow age range (25 to 50 years old), older drivers found both systems more useful. These results suggest that informing drivers with detailed information of their driving performance after driving is more acceptable than warning drivers with auditory and visual alerts while driving.
Drivers’ Addiction Toward Cell Phone Use While Driving
Health in Emergencies and Disasters Quarterly, 2018
The use of a cell phone when driving has been recognized as a type of distraction worldwide. Addictive tendency to use technology, including cell phone use while driving may be a substantial problem for drivers and increasing risk of accidents. The aim of this study was to evaluate the effect of drivers' addiction to use a cell phone while driving. Materials and Methods: A sample of 400 drivers with ages 18-65 years old completed a questionnaire which was designed based on Theory of Planned Behavior (TPB). Hierarchical regression analysis was utilized to predict drivers' addiction to use a cell phone while driving on demographic characteristics and TPB components. Results: Drivers had mean age of 35.63(8.72) and were 77% male, and 23% female. Tests of validity and reliability were conducted for every variable. According to findings, the hierarchical regression analysis model showed that the TPB was able to predict 59% variance in addiction toward cell phone use and attitude emerging as the strongest predictor during this analysis. All components of TPB were more independent to age than gender. Conclusion: The fundamental TPB components were directly associated with the addiction to use a cell phone when driving. The present study has identified that older drivers were considerably less probable to use a cell phone while driving. Also this study showed that males use a cell phone significantly more frequent. More practical road safety measures are required to rebuff and mitigate the effects of using cell phones while driving.
Young driving learners’ intention to use a handheld or hands-free mobile phone when driving
Transportation Research Part F: Traffic Psychology and Behaviour, 2009
This paper presents a survey investigating young driving learners' intention to use a handheld or hands-free mobile phone when driving. A sample of 164 young driving learners completed a questionnaire based on the theory of planned behavior (TPB), which measured people's intentions to use mobile phone while driving in handheld condition or hands-free condition, along with their attitudes towards the behavior, subjective norms, perceived behavioral control. The regression analysis models revealed that the TPB was able to explain 43% and 48% variance in hands-free mobile phone use intention and handheld mobile phone use intention, respectively, with perceived behavioral control emerging as the strongest predictor. In addition, TPB components, usage frequency and perceived risk were more dependent on gender than age. These results have several theoretical and practical implications. In particular, interventions should emphasize on the risk of hands-free mobile phone use when driving for young drivers, especially for young male drivers.