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Impact of Education and Awareness Programs on the Usage and Attitude Towards Texting While Driving Among Young Drivers

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Impact of Education and Awareness Programs on the Usage and Attitude Towards Texting While Driving Among Young Drivers Final Report IMPACT OF EDUCATION AND AWARENESS PROGRAMS ON THE USAGE AND ATTITUDE TOWARDS TEXTING WHILE DRIVING AMONG YOUNG DRIVERS Sharad K Maheshwari Associate Professor School of Business Hampton University Hampton, VA 23668 757-727-5605 [email protected] And Kelwyn A. D’Souza Professor School of Business Hampton University Hampton, VA 23668 757-727-5037 [email protected] March, 2014 Hampton University Eastern Seaboard Intermodal Transportation Applications Center (ESITAC) TABLE OF CONTENTS Contents EXECUTIVE SUMMARY ............................................................................................................ 2 1. INTRODUCTION ................................................................................................................... 4 2. LITERATURE REVIEW ....................................................................................................... 5 3. RESEARCH PROCEDURE .................................................................................................... 7 a. Objectives of the Proposed Research ................................................................................... 7 b. Research Design................................................................................................................... 7 c. Data Collection: ................................................................................................................... 8 d. Data Collection, Phase 1 Focus Group ................................................................................ 9 e. Analysis of Focus Group Data ............................................................................................. 9 f. Design of Instruments .......................................................................................................... 9 g. Treatments.......................................................................................................................... 10 h. Data Collection, Phase II ................................................................................................... 10 i. Results and Analysis .......................................................................................................... 10 4. DISCUSSIONS ...................................................................................................................... 21 5. CONCLUSIONS AND RECOMMENDATIONS ................................................................. 22 6. ACKNOWLEDGEMENT ..................................................................................................... 23 7. REFERENCES ....................................................................................................................... 23 8. APPENDICES ....................................................................................................................... 26 1 IMPACT OF EDUCATION AND AWARENESS PROGRAMS ON THE USAGE AND ATTITUDE TOWARDS TEXTING WHILE DRIVING AMONG YOUNG DRIVERS EXECUTIVE SUMMARY Texting-while-driving has become a new menace on the roads. The problem has become a major cause of highways accidents and injuries especially among young drivers. It well documented in research literature that this problem is more prevalent among younger drivers largely because they are the heaviest users of the information technology including texting. Furthermore, the usage of texting is growing rapidly among millennium generation drivers. As this population grows old, texting might become even more prevalent on the roads. This has potential of further increasing accident hazards due to texting-while-driving in the future. In a very short span of time, texting-while-driving problem became such a large issue that 32 US states and territories have made some laws against it. However, law is only one part of the equation. Driver education is the equally important to solve the issues. It is very important to educate driving public about danger of texting-while-driving. One can draw parallel with seat- belt laws. Each state has seatbelt law on their books for a longtime. At the same time, both state and federal governments made strong efforts in the area of public education about advantages of using seatbelts. Despite aggressive enforcement and creative awareness programs, it took decades to improve seatbelt usage among drivers. Therefore, it is imperative to start strongly education programs about danger of texting-while-driving now. The available literature suggests younger driver have different perceptions of risk that impacts their behavior related to cell phone use while driving. As mentioned, there are laws being written to combat the problem. It has also been reported that the decrease in cell phone use after enactment of law does not hold over the time and that use of cellular phones actually increases following the initial decrease. Moreover, the enforcement of the laws related to texting-while- driving is very difficult and challenging. This challenge is evident from reported increases in the use of cell phone and related electronic device activities while driving. Furthermore, law based solutions alone can’t change driving behavior. These solutions have to be complimented with education and awareness programs. Several studies have been completed about reasons on why young drivers are attracted to texting-while-driving. However, there is a lack of studies in the area of impact of education and awareness programs about danger of texting-while-driving. In this two different education and awareness programs were designed based on the input from the young drivers. 72 randomly selected participants were divided into three groups: control, awareness treatment and education treatment. A pretest-posttest experiment was conducted on each group. The results of these experiments measured the effectiveness of the selected programs. The major findings of the research are: Young drivers are generally aware of danger of texting-while-driving. Majority of young drivers do text while driving. Young drivers receive different risk level for reading text than either initiating new conversation or replying to the text message. After treatments, drivers perceived texting-while-driving as more dangerous activity than before treatment. 2 After both treatments, there was slight reduction in the texting-while-driving behavior. The video treatment (PSAs) group showed more reduction than the lecture group. Participants with higher educational achievements show slight reduction in texting-while- driving. Increased awareness of danger of texting-while-driving is a positive sign. It indicates that repeated consistent messaging about danger of texting-while-driving may help in reducing the texting-while-driving among young drivers. 3 IMPACT OF EDUCATION AND AWARENESS PROGRAMS ON THE USAGE AND ATTITUDE TOWARDS TEXTING WHILE DRIVING AMONG YOUNG DRIVERS 1. INTRODUCTION One of the main objectives of the Eastern Seaboard Intermodal Transportation Applications Center (ESITAC) at the Hampton University was to study safety related problems in the region. The Center’s efforts in this area are being directed towards a new safety concerns; distracted driving. According to National Highway Transportation Safety Administration (NHTSA) estimates more than one-half of a million crashes annually occur due to distraction of the driver caused by the in-vehicle technologies (National Highway Traffic Safety Administration, 2008). Distracted driving is a very common occurrence in today’s fast paced society. The area of research is more relevant to younger drivers due to their innate affinity and hyper use for technology. Approximately, 5,500 people were killed from distracted driving and about 1,000 of those deaths are attributed to cell-phone related distractions (National Highway Traffic Safety Administration 1, 2009). It is also estimated by NHTSA that cell phone use while driving has declined year over year in 2009. This percentage decline includes decline in manipulation of the cell phone like texting, email access, etc. according to NHTSA’s study conducted in 2009 (NHTSA-1, 2009). However, in the age group 16-24 year old drivers, cell phone use is still significantly higher (National Highway Traffic Safety Administration 2, 2009). Furthermore, there are several other reports and papers indicating much higher use of cell phone and other related devices as well as increasing trend in their usage on the road (Atchley, Atwood, & Boulton 2011; Vlingo Corp, 2010, AAA, 2009). Vlingo Corp (2010) reported a huge increase in the texting from 26% to 35% in 2010. This difference in cell phone usage data by NHTSA and other research reports may be due to the method of data collection: NHTSA reports are based on the observational data while others reports are based on self reporting data. It should be noted that any driver faces many other forms of distraction. And all distractions have potential to interfere with the main task of driving. Other common driver distractions are eating, reaching to other objects, adjusting controls, smoking, grooming, and tiredness/sleepy. Recent data shows that cell phone use (without texting) is fast becoming among the worst driver distraction (Ranney, 2008). Regardless how the numbers are calculated, distracted driving due to electronic devices is not a welcome trend. There are number of studies indicating that drivers, ability to control the car and inability to follow the road signs and instructions is severely impaired when he/she is distracted due to texting on a cell phone
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