do psa help reduce distracted driving incidents

Lennon, Rentfro, & OLeary, 2010 NHTSA, 2011 Emily Reynolds Omaha, NebraskaWATCH: http://www.youtube.com/watch?v=aG79X-hYJ_EOn May 30, 2007, 16-year-old Cady Reynolds was driving her best friend home from a movie near Omaha, Nebraska, when another teen driver who was severely distracted behind the wheel ran a red light and slammed into her car at 50 miles per hour. Table 1 shows the measures of central tendency for the three scale items. Hastings, Stead, & Webb, 2004: p. 975 I thank all of the families of distracted driving victims who have bravely chosen to share their stories of loss with the world, said U.S. Transportation Secretary Ray LaHood. Can a Public Service Announcement (PSA) help reduce the number of distracted driving incidents? One Text or Call Could Wreck It All Phone In One Hand - Ticket In The Other U Drive. The majority of people said that safety and PSA messages are useful, with some saying that they are more effective than other media. Rogers, 1983 Seriously. Saving Lives, Protecting People, National Highway Traffic Safety Administration, states graduated driver licensing system, Federal Motor Carrier Safety Administration, Federal Motor Carrier Safety Administration and the Pipeline and Hazardous Materials Safety Administration, CDC MMWR Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, CDC MMWR Mobile Device Use While Driving United States and Seven European Countries, 2011, Governors Highway Safety Association Distracted Driving, Insurance Institute for Highway Safety Distracted Driving, World Health Organization Mobile Phone Use: A Growing Problem of Driver Distraction, National Institute for Occupational Safety and Health (NIOSH) Distracted Driving at Work, National Highway Traffic Safety Administration (NHTSA) Campaign Materials, Traffic Safety Facts Research Note: Distracted Driving 2019 (DOT HS 813 111), Overview of the National Highway Traffic Safety Administrations Driver Distraction Program (DOT HS 811 299), Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019, Evaluation of the NHTSA Distracted Driving High-Visibility Enforcement Demonstration Projects in California and Delaware, Evaluation of NHTSA Distracted Driving Demonstration Projects in Connecticut and New York, Countermeasures that work: A highway safety countermeasures guide for State Highway Safety Offices, 10, Technical Advisory: Shoulder and Edge Line Rumble Strips (T 5040.39, Revision 1), Centers for Disease Control and Prevention, National Center for Injury Prevention and Control, Motor Vehicle Prioritizing Interventions and Cost Calculator for States (MV PICCS), What Works: Strategies to Increase Car Seat and Booster Seat Use, What Works: Strategies to Increase Restraint Use, What Works: Strategies to Reduce or Prevent Alcohol-Impaired Driving, Increasing Alcohol Ignition Interlock Use, Roadway to Safer Tribal Communities Toolkit, U.S. Department of Health & Human Services. ; Suddenly, the driver in front of them made an illegal left turn through a red light. Andersons (1995) Bruner (2009) ). With regard to the content of the PSA, the following statistics were reported. ; This phenomenon is an important topic of study because it is prevalent in American society and can have grave consequences. "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. Distracted Driving Campaign Under the leadership of U.S. Secretary of Transportation Ray LaHood, the Department of Transportation launched an aggressive national campaign in 2009 to end the dangerous practice of distracted driving, and specifically texting and cell phone use behind the wheel. This video features a chorus of teenagers thanking their parents for teaching them how to tie a shoe, ride a bike, play hockeyand to text and drive. Texting is just too common to be stopped with only a PSA. The Insurance Institute for Highway Safety tracks. The good news is that distracted driving PSAs are effective in most cases, but especially with the 18 to 24 age group. . Lewis, Watson and Tay (2007) define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). Both of these associations suggest that the third-person effect was not present in this sample because students first-person opinions and their opinions concerning others moved in the same direction. And, as 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. What Kills More People Drunk Driving Or Texting And Driving? Believing Rogers model to be limited in scope, Currently, the main source of distracted driving is cell phones. Get the facts, get involved, and help us keep America's roads safe. What does Florida do to prevent distracted driving? These statistics substantiate the claim that many young adults, by their own admission, are engaging in a very distracting behavior while driving. The students viewed a thirty- second PSA before completing a self-report questionnaire. Most driving incidents comes from drivers being distracted. The absurdity of texting while kissing or during yoga makes you question why texting while driving would be any different. , advertising on the issue of road safety is particularly renowned for its use of physical threats in which drivers and passengers are often shown to be injured and killed as a result of unsafe and/or illegal behavior (p. 203). Several federal regulations target distractions for workers: NHTSA has issued voluntary guidelines to promote safety by discouraging the introduction of both. Seeing as both males and females have the capacity to engage in distracted driving and they are both included in the target audience of PSAs designed to discourage such behavior, it is reasonable to study how each gender responds to the social marketing messages they encounter. Dahl, Frankenberger and Manchanda (2003) In their experimental study, 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. An official website of the United States government Here's how you know. 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. Cell phone records indicate that the driver was texting just prior to the collision. Related research on physical threat appeals has found that, when compared to other messages, adolescents react more positively to public service announcements that depict negative social consequences ( These questionnaires were removed from the sample. National Highway Traffic Safety Administration (2011) Advertisements in this category tend to promote real-life practices or ideas rather than products or services. Write the claim you will present in your argument essay. The sample was comprised entirely of university students, who were critiqued as being a relatively homogeneous group ( These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. Distractions lead to disaster. Distracted Driving Summary Fact Sheet pdf icon[PDF 660 KB]. 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. Schoenbachler & Whittler, 1996 Many states have enacted laws to help prevent distracted driving. It Starts with You: Zero Tolerance for Distracted Driving, 2021 National Sheriffs' Association. Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. National Highway Traffic Safety Administration. 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 ( 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. Using an app. Given the pervasiveness of handheld technology in our society, there has been growing concern about the risks involved with using such devices, specifically cell phones, while operating a vehicle. 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 ( NHTSA, 2011 However, Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. The ad discourages distracted driving by portraying three different drivers, each using a cellular telephone while driving, in what appears to be an everyday American setting. WASHINGTON U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportations Faces of Distracted Driving series, which has been viewed over 100,000 times since its launch in November 2010. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. They note that not every individual responds to fearful messages in the same way; rather, responses to fear appeals depend on the perceptions people develop concerning the enormity of the pending danger and on their evaluations of its effect ( . Copyright 2015 by authors and Scientific Research Publishing Inc. A commonly used strategy in social cause advertising seems to be appealing to fear. ). In this manner, students could describe their reactions to the PSA and their motivations to engage in distracted driving behaviors open-endedly. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. The modal classification within the dataset was Junior, with 41.2% of respondents belonging to that category. RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. This campaign is aimed at teen drivers to help reduce the risks of distracted driving-related car accidents in Massachusetts and elsewhere, according to Consumer Reports. Thank you for taking the time to confirm your preferences. Lennon, Rentfro, & OLeary, 2010 , it involves all three of the main distraction types mentioned previously. Brennan & Binney, 2010 In other words, one could argue that this cohort has been desensitized. Concerns Regarding the Use of Fear Appeals. 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. If you're in the driver's seat, try to avoid these altogether: Taking selfies. Loud music. In line with this research, Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. This paper examines the impact that a public service announcement featuring a fear appeal to discourage distracted driving has on the perceptions and intentions of a sample (N = 102) of Texas State University students. 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. 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 ( 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. After all completed surveys were collected, it was determined that seven of the surveys either had incomplete responses or belonged to respondents out of the 18 - 24 age bracket. Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( Public service announcements are a great way to communicate. We also use third-party cookies that help us analyze and understand how you use this website. Cookies used to make website functionality more relevant to you. PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. Wilson & Stimpson, 2010 The Protection Motivation Theory, originally developed by Raising awareness through PSA's is one of the many helpful ways to allow drivers to focus their attention properly on the road. 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. In his study, All students viewed the same PSA and were administered the same version of the questionnaire. Texting while driving is 6 times more likely to get you in an crash than drunk driving. Table 24 summarizes the self-reported information about the subjects' driving experiences. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. Fear appeals have commonly been utilized to prevent people, adolescents mainly, from engaging in such behavior. PSAs can provide first-hand accounts of distracted driving incidents and their effects on the people and also inform both adults and teenagers about the causes of distracted driving incidents, which would lead to a reduction of the number of driving incidents. Linking to a non-federal website does not constitute an endorsement by CDC or any of its employees of the sponsors or the information and products presented on the website. Thats a lot of groundbut it can also be hard to visualize. Lewis, Watson, Tay, & White, 2007 If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance. A PSA can help reduce the number of distracted driving incidents. Dahl, Frankenberger. The driver, an 18-year-old man, had picked up his phone to make a call and didn't see the light turn. Chaudhary, N.K., Casanova-Powell, T.D., Cosgrove, L., Reagan, I., & Williams, A. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. 1200 New Jersey Avenue, SE Is the anti-texting campaign really effective? Half the screen shows the driver and the other half shows the road. Laurie Hevier St. Paul, MinnesotaWATCH: http://www.youtube.com/watch?v=_pHBWyUQxx4On April 15, 2009, 58-year-old Julie Davis set off for a hike with her best friend in Rudolph, Wisconsin. Over half of the students perceived the PSA as believable and thought it would be beneficial to air on television. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. Veuillez choisir votre rgion These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. This cookie is set by GDPR Cookie Consent plugin. Public service announcements are a great way to communicate. found the third-person effect to play out within their study participants. The response to their heartbreaking stories has been overwhelming and their efforts to build public awareness are helping to save lives. The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( Distracted driving is a terrifyingly common problem. ). Heart of the issue will overcome bias Lennon, Rentfro, & OLeary, 2010: p. 95 I urge everyone to watch our Faces of Distracted Driving series at distraction.gov and to remember: talking or texting while driving is not worth the risk.. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. These cookies ensure basic functionalities and security features of the website, anonymously. Venkatraman, V., Richard, C. M., Magee, K., & Johnson, K. (2021). Lennon, Rentfro, & OLeary, 2010: p. 95 Future research could examine whether any differences in response to PSAs such as the one used here exist with regard to other demographic factors, such as whether one belongs to a majority or minority group. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The data showed that 47.1% of students somewhat agreed and 16.7% strongly agreed that they were less likely to text while driving after viewing the PSA. NHTSA, 2011 Do PSA help reduce the number of distracted driving incidents? Roughly equivalent percentages of the sample expressed they Liked and Disliked the PSA with the modal response being neutral. Efforts to reduce the prevalence of distracted driving come in all sizes, from government-run public awareness campaigns to guides for safety professionals on how to reduce distracted driving (and other types of distraction in the workplace) to reduce injuries and protect workers. Gozzi (2011) ). ). On average, eight people are killed and one thousand one hundred sixty one people are injured due to accidents involving distracted drivers, particularly due to texting. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). For instance, Lennon, Rentfro, & OLeary, 2010 This age group was selected for two reasons. Relationship between Gender and Response to Fear Appeals. As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA. 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. ; The male adolescents in their sample expressed the opinion that others would be more affected by the advertisements than they would be; females, on the other hand, expressed reverse third-person effects in that they believed the advertisements influenced themselves more than other people (p. 48). Part . Dahl, Frankenberger, & Manchanda, 2003 Distracted Driving It was a seemingly normal day, and Jacy and her family were driving southbound. The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. The third research question sought to determine whether or not the third-person effect would occur within the sample of students. Vol.03No.04(2015), Article ID:61738,8 pages Parachute Canadas Is It Worth It? One tactic that is commonly found in these messages and studied in past research is the use of shocking content and/or appeals to fear ( The National Highway Traffic Safety Administration administered a survey in 2009 that reflected an increased frequency of electronic device use while people were driving ( had a very large sample of 840 adolescents view two separate fear-based advertisements discouraging distracted driving behaviors. That is, people tend to perceive that the medias greatest impact will not be on me or you but on themthe third persons ( Lewis, Watson, Tay, & White, 2007: p. 213 LaTour & Zahra, 1989: p. 63 Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. 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. A self-report questionnaire with 26 questions was developed to assess some demographic information about respondents, their perceptions of the PSA, and their intent to engage in a particular distracted driving behavior, text messaging while driving. All information these cookies collect is aggregated and therefore anonymous. As they run over a whole bunch of pylons, the distracted drivers exclaim in frustration, I cant do it! and People will be killed on the road.. ValeneBummara,JinbongChoi, (2015) Exploring the Effectiveness of Distracted Driving PSA (Public Service Announcement). 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 ( Brennan and Binney (2010) 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. Therefore, creators of PSAs should investigate young adults motivations behind engaging in distracted driving in order to better influence their behavior. Lewis, Watson, Tay and White (2007) ;

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