Using the extended parallel process model to understand texting while driving and guide communication campaigns against it

• Autores: Magdalena Cismaru
• Localización: Social Marketing Quarterly, ISSN-e 1539-4093, Vol. 20, Nº. 1, 2014, págs. 62-82
• Idioma: inglés
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• Resumen

  • Driving habits are changing, yet studies show that texting while driving remains widespread, leading to numerous accidents and deaths. This article proposes using the Extended Parallel Process Model (EPPM) to understand texting while driving and to guide communication campaigns against distracted driving. This article also identifies, presents, and analyzes, in terms of their fit with EPPM, 11 campaigns that are designed to persuade individuals to abstain from texting while driving. Finally, this article presents recommendations to guide and improve future initiatives.