Development and Test of a Motivational Approach and Materials for Increasing Use of Restraints

NHTSA - Behavioral Safety Researchhttps://doi.org/10.21949/15251451982PDFTech ReportSchwalm, Norman D.Slovic, PaulUnited States. National Highway Traffic Safety AdministrationUnited StatesOccupant protection devicesRestraint systemsManual safety beltsSeat beltsAttitudesHuman characteristicsMotivationTestingTestsPFTR-1100-82-3DTNH-80-R-07505Final; Mar. 1981-Jan. 1882.The objective of this study was to design and assess the effect of a motivational approach to modify the riding and driving public's attitudes towards the perceived risks of driving an automobile and the use of occupant restraint systems. Two hundred eighty-five subjects were.lrandomly assigned to one of eight groups that received either a version of a prototype TV or radio message (or both) based on a manipulation of perceived risk and li'^fetime injury statistics, a filmed highway -safety (drunk driving) announcement devoid of both expressed seat belt content and risk perception manipulations, a filmed announcement supporting the use of seat belts but devoid of expressed risk perception manipulation, or no message at all. Both attitude change and changes in observed and self-reported seat belt wearing behavior were assessed. Results indicated statistically significant changes in several attitudes and in self-reported frequency of seat. belt wearing. In general, the messages based on manipulations of perceived risk appeared to improve attitudes and behavior most, although favorable results also ensued from exposure to some of the other messages. The results are discussed in light of the available literature on risk percep ti on and seat belt wearing, and other relevant social psychological factors pertainin to persuasive communications. Guidelines for refinement of the motivational message tested and for a large scale evaluation of the refined message also are presented.129