do psa help reduce distracted driving incidents

These rumble strips are effective at reducing certain types of crashes. Affective response (general) scale. One possible reason for this inconsistency is described in As part of RQ 1, some questions on the survey asked respondents to give their opinions regarding the PSA. These two theories are the Protection Motivation Theory and the theory of the Third-Person Effect. 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). These findings contradict those of previous research that have found strong evidence of students underestimating the effect PSAs have on themselves and overestimating the effects they have on generalized others. That is, advertising messages in this category may grasp audience awareness in the short-term, but may not necessarily accomplish the objective of enhancing driver safety in the long-term. Its a deadly trend on American roads, and its getting worse. Source: National Highway Traffic Safety Administrationexternal icon, 2019, Sourceexternal icon: Transportation Risk Behaviors Among High School Students Youth Risk Behavior Survey, United States, 2019. Do not multitask while driving. 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. ). 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. Believing Rogers model to be limited in scope, & Manchanda, 2003: p. 268, Lewis, Watson, Tay, & White, 2007: p. 213, Hastings, Stead, & Webb, 2004: pp. 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. Lennon, Rentfro, & OLeary, 2010: p. 96 Parachute Canadas Is It Worth It? ). Lennon, Rentfro, & OLeary, 2010 974- 975 Distracted Driving is a Problem! Lennon, Rentfro and OLeary (2010) Any of these distractions can endanger you, your passengers, and others on the road. Murry, Stam, & Lastovicka, 1996: p. 1 Heart of the issue will overcome bias ). NHTSA, 2011 Finally, a main limitation was that reported intentions might not fully and accurately determine actual behavior in people. To honor her memory, Casey's family and friends produced their own video for the U.S. Department of Transportation's "Faces of Distracted Driving" series. review of fear-inducing advertisements. These cookies track visitors across websites and collect information to provide customized ads. Anderson, 1995: pp. When asked the question, How often do you write/read text messages while driving? the majority of respondents (61.8%) answered that they did so sometimes and 10.8% answered frequently. Distracted driving can increase the chance of a motor vehicle crash. 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. Lewis, Watson, Tay, & White, 2007 This phenomenon, generally referred to as distracted driving, is at the basis of numerous new traffic safety laws and campaigns aimed at preventing car accidents and loss of life on the road. 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. As they were walking beside the road, a 19-year-old driving at 70 miles per hour struck Julie from behind, killing her instantly. 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. It shows the real-life impact of distracted driving on victimsand the effect is profound. 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 ( 1200 New Jersey Avenue, SE 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. Lewis, Watson and Tay (2007) Cell phone records indicate that the driver was texting just prior to the collision. Distracted drivers arent just a threat to themselves: theyre a danger to everyone else on the road. By making these modifications, the study results could be generalized to the larger population. 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. 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. Lewis, Watson, Tay and White (2007) Teen's PSA, "Distracted Driving - It's More Than Texting" Goes National. Overall, students expressed the opinion that the PSA was believable and somewhat useful for preventing texting while driving. Loud music. 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. This issue presents a problem for social marketers because the advertisements they create are seemingly reached by primarily one gender instead of both. The researcher searched for and viewed several public service announcements online on the issue of distracted driving before selecting one to utilize in the present study. ). The issue of distracted driving has been a popular topic in research and the subject of numerous campaigns and laws. The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website. Half the screen shows the driver and the other half shows the road. However, males as a group appear less influenced by physical appeals intending to target them ( Its a powerful statement: children learn behavior from parents and its up to adults to be good role models while driving. chastise social marketers for their pervasive use of threatening messages and describe their concerns regarding the negative effects of these campaigns. Lewis, Watson, Tay, & White, 2007 Advances in Journalism and Communication If you're in the driver's seat, try to avoid these altogether: Taking selfies. In his study, PSAs will not work even knowing the risks and hearing repeated warnings, individuals will always do what they want. Another chi-square test was run for gender and intention to speak up when another driver is texting. Cookies used to enable you to share pages and content that you find interesting on CDC.gov through third party social networking and other websites. In other words, one could argue that this cohort has been desensitized. ; This cookie is set by GDPR Cookie Consent plugin. The dependent variable was college students reported intent to text while driving. ). In their review of numerous studies that have utilized fear appeals, Let us show you how to connect the dots between human error reduction and fewer incidents, better engagement and stronger support for safety. Texting behind the wheel makes you 23 times more likely to crash, and reduces your reaction time by 35% A public service announcement wouldn't effectively reduce the amount of distracted drivers. PSA (Public Service Announcement), Districted Driving, Third-Person Effect. This cookie is set by GDPR Cookie Consent plugin. Public service announcements are a great way to communicate. ; They were: more likely to not always wear a seat belt; more likely to ride with a driver who had been drinking alcohol; and. If a person tries to text or call while they are driving, they don't get any money. Hastings, Stead, & Webb, 2004 Don't drive blind Watch on "Thank You" Though You can review and change the way we collect information below. Is Parallel Parking On The Driving Test In Ny? Moreover, they may have harmful effects for those members of society who are less psychologically stable or vulnerable ( Secure .gov websites use HTTPS In line with this research, Intentions to engage in distracted driving were measured by asking students to rate their agreement or disagreement regarding the likelihood that they would text while driving and speak up when they were passengers with a driver who is texting. Business Hours:9:00am-5:00pm ET, M-F. 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. 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. The Protection Motivation Theory, originally developed by But this video is what happens when you strip away the dramatization. Suddenly, the driver in front of them made an illegal left turn through a red light. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. NHTSA leads the national effort to save lives by preventing this dangerous behavior. 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. ; LaTour & Zahra, 1989: p. 61 Write the claim you will present in your argument essay. Anderson (1995) National Highway Traffic Safety Administration. Wilson & Stimpson, 2010 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. Lennon, Rentfro, & OLeary, 2010 points out, one can die by being a distracted driver themselves or as a victim of another individual driving in that manner. A lock ( LockA locked padlock ) or https:// means youve safely connected to the .gov website. ; findings are limited in that his research was concerned with participants ability to change the behavior of others, as opposed to modifying their own behavior. Data from the questionnaires was entered into and analyzed using the statistical software program, SPSS. All information these cookies collect is aggregated and therefore anonymous. They help us to know which pages are the most and least popular and see how visitors move around the site. Distracted driving is a terrifyingly common problem. 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 ( ; ). NHTSA, 2011 , while intentions are a good predictor of behavior, they are far from a perfect measure (p. 212). Previous research has looked at the ways in which fear is used and the effectiveness of doing so ( Moreover, since they tend to be the target audience, young adults could be helpful in designing the content and messages in distracted driving PSAs. Safe driving requires maximum attention because there are other users on the road. Almost 70% of the sample rated the PSA on the Left me with a bad feeling side of the scale. 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 ( Chaudhary, N.K., Connolly, J., Tison, J., Solomon, M., & Elliott, K. (2015). The subjects will be shown one time a thirty- second public service announcement from the National Highway Traffic Safety Administrations campaign against distracted driving. Although her father had warned her against cell phone use behind the wheel, she was texting at the time of the crash. Bruner, 2009: p. 15 (2010). The national distracted driving effort focuses on ways to change the behavior of drivers through legislation, enforcement, public awareness, and education. There is myth that hands-free devices are safe but as this video shows hands-free doesnt mean risk-free. Texting is just too common to be stopped with only a PSA. Dahl, Frankenberger. Tanner, Hunt and Eppright (1991) Thank you for taking the time to confirm your preferences. Laurie Hevier, Julie's daughter, is now an advocate against distracted driving. ). , 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). The majority of respondents (76.5%) responded that they had never seen the PSA before, which supported the researchers initial reasoning to select the particular PSA for the study. Drivers of all ages will be able to learn about the dangers of texting and driving with the use of public service announcements. The cookies is used to store the user consent for the cookies in the category "Necessary". ; In addition to providing great turns of phrase like stupid death by smartphone, it also offers a common-sense solution (with no handholding required). RQ 2 explored what, if any, differences exist between males and females with regard to their response after viewing the PSA. believe that these types of advertisements are useful to society because they promote individuals to consider others and act in their best interest. 2.3. So what does it have to do with drivers who arent paying attention? 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. The 30-second PSA, Get the Message, features clips from people who lost loved ones in distracted driving crashes and have spoken out through the U.S. Department of Transports Faces of Distracted Driving campaign. Emily Reynolds, Cady's 17-year-old sister, is now an advocate against distracted driving and is an active member of NOYS, the National Organizations for Youth Safety. Lewis, Watson, Tay and White (2007) ). 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. For instance, The number of distracted driving incidents can be reduced by public service announcements. With a major increase in distracted driving and the two million accidents associated with it, the government has tried to change behaviors with PSAs. 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. This is an ad about speeding, not distracted driving. 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 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. The Insurance Institute for Highway Safety tracks. Schoenbachler & Whittler, 1996: p. 38 Raises people's awareness about the risks of distracted driving. Anderson, 1995 They may have paused for a bit, but they have since resumed. 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. First, it employed a nonrandom, convenience sample. Cookies used to track the effectiveness of CDC public health campaigns through clickthrough data. Por favor escolha a sua regio Ask the driver to focus on driving. In 2009, nearly 5,500 people died and half a million were injured in accidents involving a distracted driver. First, most previous research in this area has utilized young adults in their samples ( She was cited for inattentive driving and fined $173.40. Brennan and Binney (2010) These cookies ensure basic functionalities and security features of the website, anonymously. In 2007, Washington state became the first state to ban texting while driving. He drove into oncoming traffic, and their vehicle was struck by a tractor-trailer. Gozzi (2011) Lewis, Watson, Tay amd White (2007) There are three types of driving distractions, Distracted driving impacts thousands of Americans each year, Some groups are more at risk for distracted driving, States are working to prevent distracted driving, The Federal Government is working to prevent distracted driving, Centers for Disease Control and Prevention. The present study lacked a pre-test to compare students initial opinions to those after viewing the PSA. Anything that takes your attention away from driving can be a distraction. 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. Again, there was a statistically significant relationship found between these variables (2 = 12.856, p = 0.012). Based on. Moreover, stronger emphasis should be placed on reaching males in the target audience, as they appear to respond less to public service announcement messages. WASHINGTON - U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportation's "Faces of Distracted Driving" series, which has been viewed over 100,000 times since its launch in November 2010. ). ). Its a great visual example of how even a quick glance away from the road can lead to a potentially serious incident. What does Florida do to prevent distracted driving? Texting while driving is 6 times more likely to get you in an crash than drunk driving. Distraction can be broken down into three overarching types. The majority of respondents said that they see safety and PSA messages when they are on the road. With regard to the content of the PSA, the following statistics were reported. Other types of distracted driving. Males were significantly less likely to express intention to both decrease their driving speed and refrain from drinking under the influence of alcohol than were females ( As quoted by Comprehensive GDL systems include five components 8-9, one of which addresses distracted driving: the young passenger restriction. Approximately 60% of the sample rated the PSA to be on the Unpleasant side. Thus, the present study will restrict participants to both males and females between the ages of 18 and 24. This website uses cookies to improve your experience while you navigate through the website. Approximately 15 percent of all motor vehicle . Crash reconstruction reports showed the driver could not have been looking at the road for 8.75 seconds. Comprehensive GDL systems include five components. According to the National Highway Traffic Safety Administration, six percent of drivers involved in fatal crashes are distracted at the time of the crashes. In addition, freshman was 1%, sophomore was 22%, senior was 23%, and graduate student was 14%. Lewis, Watson, & Tay, 2007: p. 58 Relationship between Gender and Response to Fear Appeals. A car going 60 mph will travel 88 feet per second. Phone: (202) 366-4570 ). 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. In line with past literature, a gender discrepancy did appear in responses to the PSA. 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. , approximately 20% of the car crashes involving injuries in 2009 were reportedly due to distracted driving. Females agreed with the two intention measures more strongly than did males. ). 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. Dahl, Frankenberger, & Manchanda, 2003 Part . 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. By clicking Accept All, you consent to the use of ALL the cookies. , it involves all three of the main distraction types mentioned previously. ). How effective are PSAs? National Highway Traffic Safety Administration. However, the results for that question were mixed in that the proportion of respondents who answered either somewhat disagree or somewhat agree were roughly equivalent. ). Again, the results of this study found the difference between genders to be significant. This cookie is set by GDPR Cookie Consent plugin. As the young drivers turn their attention to their phones or the car console, you can see in real time as the car quickly careens towards mailboxes, other cars and into fields. ). Part One Write the claim you will present in your argument essay. Copyright 2006-2015 Scientific Research Publishing Inc. All rights reserved. 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. There is an app called "OnMyWay", that will pay a person five cents for every mile they drive without going on their phone. The goal of social marketing is to encourage changes in behavior that benefit the individual, community, and society at large ( 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. The cookie is used to store the user consent for the cookies in the category "Performance". Distracted driving is a leading cause of car accidents in the country. Distracted Driving Car Accidents in California The statistics prove this: Nearly 60% of drivers in California say that they have been in an accident or nearly hit by a distracted driver. Judy Teater is a founding board member of FocusDriven, the first national nonprofit organization devoted specifically to raising awareness about the dangers of distracted driving. However, Moreover, 42.2% of students somewhat agreed and 22.5% strongly agreed that they were more likely to speak up when they were passengers and a driver was texting. Students who texted or emailed while driving were also more likely to report other transportation risk behaviors. LaTour and Zahras (1989) What makes PSAs effective? Putting on makeup. Schoenbachler & Whittler, 1996 define a fear appeal as a persuasive communication attempting to arouse fear, promoting precautionary motivation and self-protective action (p. 97). ). These campaigns generally fall under the umbrella term of social marketing. Andersons (1995) Lennon, Rentfro & OLeary, 2010: p. 96 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). All students viewed the same PSA and were administered the same version of the questionnaire. , was described and then modified by

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