Gender differences in the effectiveness of public education messages aimed at smartphone use among young drivers

Traffic Injury Prevention
Cassandra GauldJudy J Fleiter

Abstract

Objective: The main aim of this survey study was to evaluate the relative persuasiveness of three newly developed and piloted public education messages aimed at monitoring/reading social interactive technology on a smartphone among young male and female drivers. In accordance with the Step Approach to Message Design and Testing, the messages were evaluated on a number of outcome measures and also explored the influence of self-reported involvement in the target behavior.Methods: Participants (N = 152; 105 F) were aged 17 to 25 years (Mage = 20.14 years, SD = 2.35) and were randomly allocated to either an intervention (one of the three messages) or control (no message) condition. The messages in the intervention group were assessed on acceptance (i.e., behavioral intention and message effectiveness), rejection, and the third person effect (TPE) differential score (i.e., the message is perceived to be more effective for others than for themselves).Results: Hierarchical regression analyses found that, compared to males, females reported: a) lower intention to monitor/read social interactive technology on a smartphone while driving, b) lower rejection; and, c) lower TPE likelihood, irrespective of message.Conclusions: These finding...Continue Reading

References

Feb 1, 2003·Health Marketing Quarterly·Richard Tay, Barry Watson
Aug 24, 2010·Accident; Analysis and Prevention·Tara Kelley-Baker, Eduardo Romano
Mar 11, 2011·International Journal of Injury Control and Safety Promotion·T P Hutchinson, L N Wundersitz
Aug 22, 2016·Accident; Analysis and Prevention·Rachel L Cathcart, A Ian Glendon

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Citations

Apr 4, 2021·International Journal of Environmental Research and Public Health·Kristen PammerNathan Towney

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Software Mentioned

Snapchat
SatMDT

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