A 2010 study conducted by a professor at the University of South Florida concluded that young adults are actually more likely to use cell phones while driving after viewing videos depicting the dangers of doing so. Approximately 1.2 million people are killed in vehicle accidents every year, while an additional 20 million to 50 million are injured annually, according to the World Health Organization. Vehicle collisions are the leading cause of death for 15- to 29-year-olds.
The study results indicated that texting among college students actually increased by 3 percent after watching graphic public service announcements showing the dangers of using cell phones when driving. Talking on cell phones increased by 11 percent.
This reported increase in undesirable behavior was attributed to a psychological phenomenon known as the "boomerang effect." Other studies regarding activities such as smoking, marijuana use and underage drinking have shown that "social norms" marketing campaigns sometimes increase the behaviors they are trying to eliminate.
Researchers explain that the purpose of these marketing campaigns is to convince people not to engage in an activity by showing that the activity is not as prevalent as commonly thought. Survey results have shown that people who engage in the activity more frequently than the norm depicted may reduce this behavior so that they conform with the norm.
The problem, however, is with people who engage in the depicted behavior less than the social norm. More studies are showing that these people actually increase the targeted behavior so that they, too, conform with the norm depicted. A public service announcement showing the ill effects of consuming four alcoholic beverages may cause persons who drink more than that amount to reduce their drinking. Unfortunately, it may also cause persons who drink less than that amount to increase their alcohol consumption.
The continued prevalence of the boomerang effect in marketing campaigns raises the question whether graphic public service announcements depicting the effects of tobacco, alcohol, drug and even cell phone use are an effective means of reducing these behaviors.
As this study makes clear, driving has become an increasingly hazardous activity. The more frequently you drive increases the chance that you will be involved in an automobile accident by someone using a cell phone or other hand held media device. It is recommended that all drivers use defensive driving techniques, but if you are involved in a car accident caused by another driver, contact an attorney. Time is of the essence to investigate and determine whether the other driver was negligent and carelessly texting while driving.
Study: Warnings Don't Prevent Texting While Driving
A 2010 study conducted by a professor at the University of South Florida concluded that young adults are actually more likely to use cell phones while driving after viewing videos depicting the dangers of doing so. Approximately 1.2 million people are killed in vehicle accidents every year, while an additional 20 million to 50 million are injured annually, according to the World Health Organization. Vehicle collisions are the leading cause of death for 15- to 29-year-olds.
The study results indicated that texting among college students actually increased by 3 percent after watching graphic public service announcements showing the dangers of using cell phones when driving. Talking on cell phones increased by 11 percent.
This reported increase in undesirable behavior was attributed to a psychological phenomenon known as the "boomerang effect." Other studies regarding activities such as smoking, marijuana use and underage drinking have shown that "social norms" marketing campaigns sometimes increase the behaviors they are trying to eliminate.
Researchers explain that the purpose of these marketing campaigns is to convince people not to engage in an activity by showing that the activity is not as prevalent as commonly thought. Survey results have shown that people who engage in the activity more frequently than the norm depicted may reduce this behavior so that they conform with the norm.
The problem, however, is with people who engage in the depicted behavior less than the social norm. More studies are showing that these people actually increase the targeted behavior so that they, too, conform with the norm depicted. A public service announcement showing the ill effects of consuming four alcoholic beverages may cause persons who drink more than that amount to reduce their drinking. Unfortunately, it may also cause persons who drink less than that amount to increase their alcohol consumption.
The continued prevalence of the boomerang effect in marketing campaigns raises the question whether graphic public service announcements depicting the effects of tobacco, alcohol, drug and even cell phone use are an effective means of reducing these behaviors.
As this study makes clear, driving has become an increasingly hazardous activity. The more frequently you drive increases the chance that you will be involved in an automobile accident by someone using a cell phone or other hand held media device. It is recommended that all drivers use defensive driving techniques, but if you are involved in a car accident caused by another driver, contact an attorney. Time is of the essence to investigate and determine whether the other driver was negligent and carelessly texting while driving.
