First, with regard to descriptive characteristics, it was found that the sample was 42.2% male and 57.8% female. The questionnaire focused mainly on the behavior of texting while driving because, according to the Lennon, Rentfro, & OLeary, 2010: p. 95 ). RQ 2: Do responses to the PSA differ according to gender? The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. It focuses on Josh, a driver who likes to text and watch movies while behind the wheel. These cookies ensure basic functionalities and security features of the website, anonymously. Like the previous clip, this video takes place on a driving track. Por favor escolha a sua regio In line with past literature, a gender discrepancy did appear in responses to the PSA. All information these cookies collect is aggregated and therefore anonymous. Park and Salmon (2005) Afterwards, they will complete a self-report questionnaire regarding their perceptions of the ad and their intent to engage in cell-phone use while driving. Can You Shoot A Hawk If It Is Killing Your Chickens? The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. In their study of road safety advertisements, ). ). This means that over 78% of all distracted drivers are distracted because they have been texting while driving. It may create a number of awkward social situations but it could lead to safer drivers (at least when theres someone in the passenger seat). Drivers in Florida will not be able to use their cell phones to read data on their mobile device because of the states new text ban. Theres a number of them out there, and they range from funny takes on our inability to multitask to heartbreaking interviews with car crash victims. The researcher first wanted to know how many individuals in the sample had previously seen the PSA used in the present study. Dahl, Frankenberger. Among these younger drivers, 9% of them were distracted at the time of the crash. In their experimental study, Thats a lot of groundbut it can also be hard to visualize. Lewis, Watson and Tay (2007) Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. Having a Public Service Announcement (PSA) will reduce the distracted driving incidents because, people will show the serious consequences, raise awareness, reduce the numbers in distractions car. NHTSA, 2011 altered the original Protection Motivation Model in their study of college students responses to fear- provoking messages about sexually transmitted diseases. Share sensitive information only on official, secure websites. The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( PSAs are effective in reducing driving incidents, they allow watchers to see for themselves the dreadful impacts of texting and driving, PSAs convince and remind the watcher to not text and drive at the same time. However, males as a group appear less influenced by physical appeals intending to target them ( In 2022, the U.S. Department of Transportation released the, In 2021, Congress provided resources to add distracted driving awareness as part of drivers license exams as part of the. Based on. exposed his subjects to PSAs that featured two different messages of self-efficacy as a means of preventing the act of driving drunk and one PSA that solely described the likelihood of being arrested for driving drunk. In line with this research, Can a PSA help reduce the number of distracted driving incidents argumentative essay? Tanner, Hunt and Eppright (1991) Approximately 60% of the sample rated the PSA to be on the Unpleasant side. A Public Service Announcement does have the ability to reduce the number of distracted driving incidents by bringing the population's attention to the issue. A lock ( LockA locked padlock ) or https:// means youve safely connected to the .gov website. Yet, despite this response, the subjects also reported a higher level of intent to behave in the ways depicted in the ads; this reaction is known as the boomerang effect ( looked specifically at PSAs designed to discourage the use of illegal drugs by adolescents, their findings could help in the creation of various other social marketing campaigns. Brennan & Binney, 2010 NHTSA, 2011 These campaigns generally fall under the umbrella term of social marketing. ). What makes PSAs effective? Drinking coffee or another beverage. Drivers have also been issued citations for texting and driving or engaging in another distracting activity while driving, and 9 out of 10 have continued to do so. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. Texting or emailing while driving was as common among students whose grades were mostly As or Bs as among students with mostly Cs, Ds, or Fs. An official website of the United States government Here's how you know. Dahl, Frankenberger, & Manchanda, 2003 Speak up if you are a passenger in a car with a distracted driver. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. found that the young men and women in their studys sample did not respond to the public service announcement they viewed in the same manner. National Highway Traffic Safety Administration (2011), Lennon, Rentfro, & OLeary, 2010: p. 96, Lennon, Rentfro, & OLeary, 2010: p. 95, Dahl, Frankenberger. Its estimated that 10% of drivers are distracted by cellphones at any given moment. Hastings, Stead, & Webb, 2004 Accidents from distracted driving occur when the driver's attention is distracted by external factors such as picking calls, answering texts, or even taking a bite. But in fact, these technologies distract our brains even long after youve used them.. These results, as well as the results of similar studies on this topic, seem to suggest that there is room for positive appeals in campaigns to prevent socially undesirable activities. All Rights Reserved, National Sheriffs' Educational Foundation, Domestic Violence & Crime Victim Services, Inmate Health Care & Recidivism Task Force, National Law Enforcement Center on Animal Abuse, NSA Crisis Management & Communication Training, Occupant Protection/Child Passenger Safety. Anything that takes your attention away from driving can be a distraction. Still, some positive benefits have been found to exist from using fear-based or shocking content within advertisements. In conclusion, the present study adds to previous research on this topic by exploring three research questions and contributing useful information pertaining to Texas State University students perceptions and intentions after having viewed a fear-arousing PSA. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. The Protection Motivation Theory, originally developed by 20 percent of the distracted driving accidents have been fatal. observe that a substantial body of literature spanning over five decades attests to contradictory findings regarding the manner in which fear is related to persuasion (p. 49). As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA. ). points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. Lewis, Watson, & Tay, 2007: pp. Find out makes a great PSA along with the best PSA examples from the award-winning video experts at RaffertyWeiss. Tagged Distracted Driving, Driving Safety, Toll-free: (866) 962-9575Direct: (613) 962-9577, phones arent even the biggest cause of distraction, Looking at others for mistakes to keep yourself safe, Traffic Accident Avoided Due to SafeStart. Chaudhary, N.K., Connolly, J., Tison, J., Solomon, M., & Elliott, K. (2015). ). Centers for Disease Control and Prevention. Lennon, Rentfro & OLeary, 2010: p. 96 National Highway Traffic Safety Administration. Course Number: Date: Can A PSA Help Reduce Distracted Driving Accidents? The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. Hastings, Stead, & Webb, 2004: p. 975 Can A Psa Help Reduce The Number Of Distracted Driving Incidents Claim? , it involves all three of the main distraction types mentioned previously. ). U Text. ). PSA (Public Service Announcement), Districted Driving, Third-Person Effect. assert that motor vehicle crashes are the leading cause of death and disability for young Americans (p. 181). ). However, you may visit "Cookie Settings" to provide a controlled consent. To honor Alex's memory, her family Jeanne, Johnny Mac, and 12-year-old Katrina formed an anti-distracted driving advocacy group, the Remember Alex Brown Foundation. The present study focuses on a campaign encouraging safe driving, but advertisements exist on a number of other social issues such as environmental protection, drug abuse and safe sex practices. ; These individuals are more susceptible to media influence and are also more . Although it is a smaller proportion, the finding that approximately one-quarter of the sample personally knows someone who has been affected by distracted driving is notable. But this hilarious distracted driving PSA presents a rather unorthodox solution. Much of the prior research that studied the effectiveness of fear appeals to alter behavior has referenced two main theories as part of their conceptual frameworks. Again, the results of this study found the difference between genders to be significant. What does Florida do to prevent distracted driving? Park & Salmon, 2005: p. 26 These statistics substantiate the claim that many young adults, by their own admission, are engaging in a very distracting behavior while driving. ; Whether its adjusting your mirrors, selecting music, eating, making a phone call, or reading a text or emaildo it before or after your trip, not during. To learn if behavioral change actually occurs, study subjects could be involved in follow-up research with a qualitative research methodology. The U.S. Department of Transportations Faces of Distracted Driving video series shines a light on the tragic consequences of texting and cell phone use while driving. In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). 2.3. With this in mind, it may be necessary for social marketing messages to either include more intense fear-arousing content or try an alternative approach altogether if they are to successfully impact young adults. Is Parallel Parking On The Driving Test In Ny? Raises people's awareness about the risks of distracted driving. That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( Another chi-square test was run for gender and intention to speak up when another driver is texting. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. Por favor elige tu regin Lewis, Watson, Tay and White (2007) The goal behind this strategy is grounded in the notion that fear makes individuals feel tense and anxious, thus they will seek ways to reduce these feelings ( This cookie is set by GDPR Cookie Consent plugin. found the third-person effect to play out within their study participants. This is an ad about speeding, not distracted driving. In other words, one could argue that this cohort has been desensitized. There's a new public service announcement (PSA) being used to help educate drivers about the risks, dangers and consequences of texting while driving. Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. used a questionnaire instrument to measure the behavioral intentions of a sample of 152 drivers in Australia both before and after they viewed two different, threatening advertisements promoting road safety. A focus of the previous literature on fear appeals in advertising is what, if any, differences exist with regard to gender as a variable. National Highway Traffic Safety Administration. Thus, the final sample size in the study was 102 making the response rate for the surveys 93.5%. Discover human factors management solutions that effectively address human error, conquer common injury challenges and improve safety engagement. Distracted driving isnt just a stupid mistake. Table 1. U Text. National Highway Traffic Safety Administration (2011) Essentially, the theory posits that individuals will experience four processes when they are exposed to a threatening message: they evaluate how severe the threat is to them, the likelihood that the threat will affect them, how to eliminate or manage the threat, and whether they are able to perform the actions necessary to cope with the threat ( Additionally, it would be better if sample were larger. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. ; Distracted driving is defined as, any non-driving activity a person engages in that has the potential to distract him or her from the primary task of driving and increase the risk of crashing ( Many anti-distraction ads show cinematic, slow-motion car crashes to convey the danger of taking your eyes off the road. Currently, the main source of distracted driving is cell phones. 974- 975, http://dx.doi.org/10.1207/s1532754xjprr0703_03, http://dx.doi.org/10.1016/j.jbusres.2009.02.006, https://www.marketingscales.com/sites/default/files/v6sample.pdf, http://dx.doi.org/10.3200/JACH.56.2.181-184, http://dx.doi.org/10.1017/S0021849903030332, http://search.proquest.com/docview/220130827?accountid=5683, http://dx.doi.org/10.1108/EUM0000000002548, http://dx.doi.org/10.1016/j.trf.2006.05.001, http://dx.doi.org/10.1080/02642069.2011.531124, http://dx.doi.org/10.1177/107769900508200103, http://dx.doi.org/10.1080/00913367.1996.10673511, http://dx.doi.org/10.2105/AJPH.2009.187179. Half the screen shows the driver and the other half shows the road. ). Hastings, Stead and Webb (2004) Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. Reduce distractions for the driver by assisting with navigation or other tasks. Therefore, some scholars argue that, rather than using scare tactics to persuade people, public health campaigns should focus more on instilling in audiences the belief that they are capable of exercising control over their health behavior and less on attempting to frighten them with fear appeals into ceasing, or not starting, deleterious health habits ( Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. Table 1 shows the measures of central tendency for the three scale items. Davison, 1983: p. 3 Get the facts, get involved, and help us keep America's roads safe. Phone: (202) 366-4570 ). Watch: Faces of Distracted Driving: Get the Message: http://www.youtube.com/watch?v=vjmlv1rbGKE. Official websites use .govA .gov website belongs to an official government organization in the United States. The PSA was shown one time to a convenience sample of 109 students in one large undergraduate level class and two small graduate level classes in the Mass Communication department at Texas State University in the fall of 2011. Australia's Traffic Accident Commission has developed a 45-second TV commercial to help drivers recognize just how far their car travels when they take their eyes off the road for a few moments. Distracted driving is defined as, "any non-driving activity a person engages in that has the potential to distract him or her from the primary task of driving and increase the risk of crashing" ( NHTSA, 2011 ). Tanner, Hunt and Eppright (1991) Lewis, Watson, Tay and White (2007) (2021). Seriously. The AAA Foundation for Traffic Safety participated in a study that documents teens while driving. The PSAs in Dr. Lennon's study showed cars that had been totaled by accidents due to texting and talking on the phone while driving. ). To do this, a chi-square test was run for gender and intention to text while driving. ). ). These cookies perform functions like remembering presentation options or choices and, in some cases, delivery of web content that based on self-identified area of interests. The Affective Response (General) Scale by Most students in the sample somewhat agreed that, after watching the PSA, they were less likely to text while driving and more likely to speak up when they were passengers; this finding suggests a degree of effectiveness from the fear appeal. ; Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( ). And phones arent even the biggest cause of distraction. Emphasize that texts and phone calls can wait until arriving at a destination. Yet, the present study did not find support for the third-person effect. This work is licensed under the Creative Commons Attribution-NonCommercial International License (CC BY-NC). To receive email updates about this topic, enter your email address: We take your privacy seriously. . Using an app. 974- 975 In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. ). Copyright 2015 by authors and Scientific Research Publishing Inc. This theory, created by drew the conclusion that young males are considered a high risk road user group and threatening appeals aimed at them tend to emphasize physical danger (p. 213). In an attempt to combat this dangerous practice, various organizations concerned about public safety, such as municipal police departments, the Department of Transportation and even wireless telephone companies, have created advertisements and public service announcements. Analytical cookies are used to understand how visitors interact with the website. The video ends with a simple message: Other people make mistakes. The implication is that you cant control other drivers, but there are steps you can takelike slowing down and paying attentionto mitigate others mistakes. Another limitation described in prior research is that, although fear appeals seem to elicit viewers attention, their capacity to induce real behavioral change in individuals is debatable ( Its a deadly trend on American roads, and its getting worse. chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. These results are highly representative of normal driving populations, where most respondents have not been involved in a collision or received a moving violation within the past 5 years. Yellman, M.A., Bryan, L., Sauber-Schatz, E.K., Brener, N. (2020). ; NHTSA, 2011 Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. http://creativecommons.org/licenses/by-nc/4.0/, Received 20 October 2015; accepted 2 December 2015; published 7 December 2015. ; The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. Responses were analyzed to gauge the effectiveness of the PSA and look for the presence of gender differences and the third-person effect within the sample. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. U.S. Department of Transportation Releases Faces of Distracted Driving Public Service Announcement, http://www.youtube.com/watch?v=vjmlv1rbGKE, http://www.youtube.com/watch?v=rr7TfwtO17I, http://www.youtube.com/watch?v=NdQDTmKY0vY, http://www.youtube.com/watch?v=dPrZCCjrFLs, http://www.youtube.com/watch?v=VDKOiMSkLxY, http://www.youtube.com/watch?v=aG79X-hYJ_E, http://www.youtube.com/watch?v=Z6iCrZ4AIpw, http://www.youtube.com/watch?v=RcRTwKminbQ, http://www.youtube.com/watch?v=_pHBWyUQxx4, http://www.youtube.com/watch?v=_vB22cW1ZMY, Office of the Assistant Secretary for Research and Technology. U Pay. But nothing has quite the visual impact of ads, public service announcements and other videos aimed at curbing distracted driving. Lewis, Watson, & Tay, 2007: p. 58 "This latest operating system includes a Do Not Disturb While Driving mode (DND) that can block notification of incoming calls and texts when your iPhone senses driving motion or is connected. A Public Service Announcement (PSA) can help reduce the number of distracted driving accidents by explaining the horrible effects of distracted driving and the best ways to prevent distracted driving. The females reacted more favorably to the message and content in the announcement than did the males; furthermore, males believed that punitive measures by law enforcement, such as getting ticketed or arrested, were more useful means of preventing unsafe driving ( There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. All the videos on this list so far have focused on the problem. First, most previous research in this area has utilized young adults in their samples ( As quoted by This tactic is relevant to the present studys topic because, according to Lewis, Watson, Tay, & White, 2007 These questionnaires were removed from the sample. Schoenbachler & Whittler, 1996: p. 38 A 30-second PSA against distracted driving from the National Highway Traffic Safety Administration served as the independent variable. Per favore scegli la tua regione Brennan & Binney, 2010 As the NSC points out, drivers53% of thembelieve if manufacturers put infotainment dashboards and hands-free technology in vehicles, they must be safe. Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. Informs safety guides of driving. Thank you for taking the time to confirm your preferences. This cookie is set by GDPR Cookie Consent plugin. Joel & Dianne Feldman Springfield, PennsylvaniaWATCH: http://www.youtube.com/watch?v=dPrZCCjrFLsOn July 17, 2009, 21-year-old Casey Feldman was struck and killed by a distracted driver as she crossed the street in Ocean City, New Jersey. The students viewed a thirty- second PSA before completing a self-report questionnaire. There are a few more forms of distracted driving that could cause an accident. (2012). You can review and change the way we collect information below. Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. CDC twenty four seven. Since their son's death, Bob and Eilene Okerblom have become advocates against distracted driving, and Bob is currently biking cross-country to raise awareness. PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. This fact sheet provides an overview of distracted driving and promising strategies that are being used to address distracted driving. The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( Lewis, Watson, & Tay, 2007: p. 49 Putting on makeup. National Highway Traffic Safety Administration. Specifically they point out that maladaptive responses, such as ignoring or suppressing the message within the advertisement, can occur in viewers and suggest that only those individuals who are psychologically healthy are actually persuaded by and benefit from such campaigns ( You can visit the National Highway Traffic Safety Administrationexternal icon(NHTSA) website for more information on how data on motor vehicle crash deaths are collected and the limitations of distracted driving data. This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. Some states have installed rumble strips on highways to alert drowsy, distracted, or otherwise inattentive drivers that they are about to go off the road. RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. A commonly used strategy in social cause advertising seems to be appealing to fear. Distraction can be broken down into three overarching types. National Highway Traffic Safety Administration (2011) The subjects in the study did find the illustrated behaviors to be more distracting that they previously believed, a seemingly positive effect of the advertising appeal ( Distracted Driving is a Problem! Lewis, Watson, Tay, & White, 2007 So what does it have to do with drivers who arent paying attention? How many accidents are caused by distracted driving each year? Joe died the next day from his injuries. ; Ask the driver to focus on driving. When asked if they knew someone who had been involved in a car accident, injured or killed as a result of texting while driving, 75.5% of respondents answered No and 24.5% of them answered Yes. Talking on the phone. By clicking Accept All, you consent to the use of ALL the cookies. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Texting while driving is 6 times more likely to get you in an crash than drunk driving. By making these modifications, the study results could be generalized to the larger population. She was killed when rescuers were unable to get her out of the burning wreckage.
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