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a r t i c l e i n f o a b s t r a c t
Article history: The main aim of this study was to concept test nine public education messages; with three
Received 30 June 2018 different messages targeting each of three salient underlying beliefs in accordance with the
Received in revised form 20 September Step Approach to Message Design and Testing (SatMDT) framework. The underlying beliefs
2018
were: (1) believing you are a good driver would encourage a young driver to monitor/read
Accepted 25 October 2018
Available online 9 November 2018
and respond to social interactive technology while driving; (2) slow-moving traffic would
encourage a young driver to monitor/read and respond to social interactive technology
while driving; and, (3) friends and peers would approve of a young driver monitoring/read-
Keywords:
Concept testing
ing and responding to communications on their smartphone. Consistent with the SatMDT,
Smartphone the testing aimed to establish which three messages (each targeting a different underlying
Social interactive technology belief) young drivers reported as being the most effective. A mixed methods approach was
Public education messages utilised to provide an in-depth examination of individuals’ thoughts and feelings about the
Young drivers messages, with such responses assessed via an individual self-report survey and focus
Step approach to Message Design and group discussions/interviews. Participants (N = 33; 19F, 14 M) were aged 17–25 years,
Testing (SatMDT) had a current driver’s licence, owned a smartphone, and resided in the Australian state
of Queensland. Means for each of the survey items were compared across message con-
cepts to determine which ones were rated highest. Focus group discussion/interview
responses underwent a data-led thematic analysis. The results of the quantitative and qual-
itative analyses were integrated to identify three messages that were deemed the most
effective, one for each of the three underlying beliefs. Each of these three messages elicited
positive emotion and modelled positive behaviour. This research highlights the importance
of concept testing message content with the target audience. The results support current
research that suggests road safety messages modelling positive behaviour and eliciting
positive emotions may be especially persuasive for young drivers.
Ó 2018 Elsevier Ltd. All rights reserved.
⇑ Corresponding author at: Centre for Accident Research and Road Safety, Queensland University of Technology, Victoria Park Rd, Kelvin Grove,
Queensland 4059, Australia.
E-mail address: c1.gauld@qut.edu.au (C.S. Gauld).
https://doi.org/10.1016/j.trf.2018.10.027
1369-8478/Ó 2018 Elsevier Ltd. All rights reserved.
312 C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326
1. Introduction
Worldwide, road trauma is the leading cause of death among young people aged 15–29 years (WHO, 2015). In Australia,
young drivers aged 17 to 25 years constitute just 12.4% of the population (Australian Bureau of Statistics, 2015) yet are rep-
resented in over 20% of road crash fatalities (Department of Infrastructure and Regional Development, 2014). Smartphones
are most popular among 18 to 29 year olds (Rainie, 2012) and young drivers are more likely than other age groups to access
the additional capabilities and computer functions, such as Facebook and email while driving (AAMI, 2012, 2015). Young dri-
vers, therefore, are at increased risk of road trauma from smartphone use.
Social interactive technology refers to smartphone functions that allow the user to communicate with other people via,
for example, social networking sites (e.g., Facebook, Twitter), emails, and also texting and calling. Recent research has inves-
tigated discrete behaviours associated with mobile phone use, such as reading and responding to communications, as these
behaviours have different rates of prevalence, and have been associated with different underlying motivations and risk per-
ceptions (e.g., Atchley, Atwood, & Boulton, 2011; Shi, Xiao, & Atchley, 2016; Waddell & Wiener, 2014). Young drivers, for
example, perceive that replying to text messages is riskier than reading text messages (Shi et al., 2016). This perception
may be encouraging young drivers to read communications more often than respond to them (Gauld et al., 2016); however,
recent research has shown that simply hearing a notification on one’s phone can significantly disrupt performance on an
attention-demanding task (Stothart, Mitchum, & Yehnert, 2015). It is possible, therefore, that reading a communication
while driving may not be as safe as young drivers perceive it to be. Although these aforementioned studies were limited
to calling and texting behaviours, the differences in motivation, prevalence, and risk perception may also apply to other
social interactive technologies.
The main aim of public education messages in road safety is to encourage safer road user behaviours (Elliott, 1993; Lewis,
Watson, & White, 2009; Watson, 1996). Given the substantial difficulties police face with the enforcement of mobile phone
use while driving (e.g., Goodwin, O’Brien, & Foss, 2012; Jessop, 2008; McCartt, Hellinga, Strouse, & Farmer, 2010), the devel-
opment of effective theory-based public education messages, as part of a comprehensive strategy, is critical.
effects
and/or elicited?) message
+ and/or denial,
+ Highlight perceived +
Strategies for disadvantages defensive
avoiding Cognitive responses avoidance
behaviour Key content reactions
Extent & (e.g., perceptions of
nature of (response *Emotional appeal type
efficacy) response efficacy,
involvement (e.g., fear-based, humour- involvement)
in/with based)
behaviour
*Modelling of behaviour
*Strategies
Fig. 1. The SatMDT (Lewis et al., 2009; Lewis, Watson, et al., 2016).
The messages to undergo concept testing in the current study were previously developed in accordance with Step 2 of the
SatMDT. Specifically, when designing the messages, consideration was given to various factors that have been shown to
enhance message effectiveness. The inclusion of contextual features in message scenarios that are relevant to young drivers,
such as using a phone while stopped at traffic lights, have been shown to enhance message effectiveness (Lewis et al., 2012).
Both positive (i.e., the driver does not use their smartphone) and negative (i.e., the driver does use their smartphone) mod-
elling of behaviour have the potential to encourage enactment of the desired behaviour (Bandura, 1969; Lewis, Watson,
White, & Tay, 2007). While threat appeals that elicit fear have traditionally been the most common form of road safety public
education message in Australia, research suggests that young people, particularly young males, may respond better to mes-
sages that elicit positive emotions (Lewis, Watson, & White, 2008; Lewis, Watson, White, et al., 2007). The inclusion of strate-
gies that are likely to elicit a high level of response efficacy (i.e., the belief of the target audience that strategies
recommended in the message to avoid engaging in the target behaviour will be successful in avoiding a negative conse-
quence [Witte, 1992]) has been directly related to message effectiveness (e.g., Lewis, Watson, & White, 2010, 2013;
Lewis, Watson, White, et al., 2007; Tay & Watson, 2002; Witte, 1992).
The current mixed methods study applied Step 3 of the SatMDT (Lewis et al., 2009; Lewis, Watson, et al., 2016) and inves-
tigated which of nine public education messages aimed at monitoring/reading and responding to social interactive technol-
ogy on smartphones were reported as being the most persuasive by members of the target audience; namely, young drivers
aged 17–25 years. Specifically, the messages each targeted one of three salient beliefs identified previously (Authors, 2016).
These beliefs were: (1) believing you are a good driver would encourage a young driver monitor/read or respond to social
interactive technology on their smartphone; (2) slow-moving traffic would encourage a young driver monitor/read or
respond to social interactive technology on their smartphone; and, (3) friends and peers would approve of a young driver
monitoring/reading or responding to communications on their smartphone. The current study, therefore, aimed to identify
the three most effective message concepts, each targeting a different underlying belief.
2. Method
2.1. Participants
Participants (N = 33; 19F, 14 M) were aged 17–25 years (M = 19 years, SD = 1.99), had a current driver’s licence (provi-
sional: n = 23; open: n = 9; international: n = 1), owned a smartphone, and resided in the Australian state of Queensland.
Most participants (n = 29) were first year psychology students who took part for partial course credit. The remaining partic-
ipants (n = 4) were recruited via university email lists, university webpages, and the researchers’ family and friends. Partic-
ipants who were not eligible for course credit were offered a coffee voucher to thank them for their time.
314 C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326
2.2. Materials
2.3. Procedure
There were 10 focus group discussions in total, each comprising 2 to 4 participants, and seven individual interviews (see
Table 2 for a summary of participant groups). Consent was obtained verbally. Each of the nine messages was presented to
young drivers as a written outline. The participants were told that the messages were in the early stages of development;
however, it was intended that they would be developed into video format in the future (e.g., an audio-visual message
intended for YouTube or television). The first of the nine messages was presented to each participant to read silently to
themselves. Participants then answered the brief survey questions individually so there was no influence from other group
members on their immediate responses (Lewis, Watson, et al., 2016). The focus group discussion or interview then took place
to ensure the messages’ emotional and cognitive content was being conveyed to the participants as intended. The discussion
was allowed to flow naturally; however, if some of the questions on the interview schedule remained unanswered near the
end of the discussion, participants were asked these questions directly. This process was then repeated for each of the
remaining messages. The messages were presented to the participants in the same order, which had been randomly prede-
termined. The interviews and focus group discussions were audio recorded and transcribed verbatim by the first author to
ensure maximum familiarity with the text.
In the initial analysis, the quantitative and qualitative data were analysed separately. For the quantitative component,
means for each of the survey items were compared across message concepts to determine which ones were rated highest
on each of the emotion and effectiveness items. As the sample size was small for a quantitative analysis, these results were
analysed descriptively only. For the qualitative component, responses underwent a data-led thematic analysis (Howitt &
Cramer, 2014) to determine which public education messages were deemed the most effective and why. Specifically, the
analysis involved coding the data and then developing overarching themes from the coding. The other authors reviewed
the findings and regularly provided feedback. The findings for each message were compared with and contrasted to the find-
ings across the other messages. In the final stage of the analysis, and consistent with best practise in mixed methods research
(see Creswell, Klassen, Plano Clark, & Smith, 2011), the qualitative and quantitative data were integrated to determine which
of the messages were deemed the most effective. Please note that, in response to the ongoing feedback obtained in this
study, messages that were consistently deemed ineffective were removed during the course of the focus group discussions
and not included in the subsequent analysis (i.e., Message 1 ‘Red Arrows’ and Message 3 ‘Roll Back’).
Table 1
Brief descriptions and key features of each public education message.
Message name Brief description Underlying belief Modelling Anticipated Strategies Contextual
challenged of valence of features
behaviour predominant
affect
1.‘Red Arrows’ A young driver is continually checking their smartphone while making driver errors Believing you are a Negative Negative Pull over. Alone; moving
(e.g., swerving into the next lane, indicates in the wrong direction). Each time the good driver makes Put it in the boot. traffic
young driver makes driving errors, three big red arrows (which are overlaid on the it easier Put it on silent.
visual) point at the car and flash. When the young driver brakes suddenly at a stop
light, they look up and cringe when they see the other drivers looking over angrily.
Voice over: So you think you can check yours smartphone and others won’t know? Don’t
kid yourself – it’s like driving with big red arrows pointing at you.
Tagline: Pull over. Put it in the boot. Put it on silent. Even good drivers become bad drivers
when they are distracted.
315
316
Table 1 (continued)
Message name Brief description Underlying belief Modelling Anticipated Strategies Contextual
challenged of valence of features
behaviour predominant
affect
Voiceover: Think it’s OK to check your smartphone at the traffic lights? It’s not. You are
still driving even when the light is red.
Tagline: Pull over. Put it in the boot. Put it on silent. You haven’t stopped driving just
because you have stopped at traffic lights.
7. ‘Animated Cars’ Two animated (cartoon-style) cars are being driven by young drivers. The driver of Car Believing you are a Negative Negative Pull over. Alone; moving
1 is intermittently using their smartphone while driving and making driving errors good driver makes Put it in the boot. traffic
(e.g., swerving into the next lane, almost hitting a pedestrian when they step onto a it easier Put it on silent.
crossing). The two cars are having a ‘conversation’ (via thought bubbles) about how
bad the driver of Car 1 becomes when they are using their smartphone and how this
behaviour has resulted in the cars getting damaged.
Note: the anticipated valence of the predominant affect was categorised by the researchers.
C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326 317
Table 2
Summary of participant groups.
Group number Group type Number of participants Participant age and gender
1 Interview 1 19M
2 Focus group discussion 2 20F, 17F
3 Focus group discussion 2 22F, 18F
4 Focus group discussion 3 18F, 18F, 17F
5 Focus group discussion 3 22F, 19F, 18F
6 Interview 1 18F
7 Focus group discussion 3 18F, 18F, 18F
8 Focus group discussion 3 18M, 21F, 18F
9 Focus group discussion 2 17M, 17F
10 Interview 1 19M
11 Focus group discussion 2 18F, 18F
12 Interview 1 20M
13 Interview 1 19M
14 Focus group discussion 2 20M, 25M
15 Interview 1 20M
16 Interview 1 19M
17 Focus group discussion 4 18M, 19M, 19M, 25M
Note: In the final column of this table, ‘M/F’ denotes gender and the number denotes age. For examples, ‘19M’ means a 19-year-old male.
Results for each of the remaining seven message concepts (i.e., messages 2, 4, 5, 6, 7, 8, and 9) are found in Tables 3–5.
Specifically, the emotional response to each of the message concepts, and the means and standard deviations for each item
are presented in Table 3. Encouragingly, this emotion check found that for five of the seven message concepts (i.e., messages
4, 6, 7, 8, and 9), the valence of the predominant affect was as anticipated (and as outlined in Table 1). As previously stated, it
is important to check the individuals’ emotional responses; otherwise, the degree of message persuasiveness may be attrib-
uted to an anticipated emotion rather than the actual emotion elicited (Lewis et al., 2009). The perceived effectiveness of
each message concept and the means and standard deviations for each item are presented in Table 4. The perceived effec-
tiveness is an important construct as it has been shown to be a causal antecedent of actual effectiveness (Dillard, Shen, & Vail,
2007). Results of the thematic analysis and supporting quotes for each of the remaining seven message concepts that were
tested on all the participants are presented in Table 5. Included in this table is the number of times each message was
reported to be in a participant’s top three messages, including how many times it was cited as the favourite.
The type of social interactive technology represented in the messages was checked with participants to ensure the desired
range of technology was being depicted. As anticipated, the ‘communications’ and ‘notifications’ referred to in the messages
were commonly believed to represent any of a number of forms of social interactive technology. Participants believed, how-
ever, that they were most likely to represent a text message, a phone call, a Facebook message or comment notification, or an
email. These forms of social interactive technology are also the most commonly reported forms accessed while driving
(Gauld, Lewis, White, Fleiter, & Watson, 2017).
Overall, participants consistently deemed the strategy ‘put it in the boot1’, that appeared in the tagline of all messages
(except Message 2), as not practical. Specifically, participants did not believe that young drivers would be likely to use that strat-
egy because their phone would not be available should an emergency arise. As such, at the conclusion of this study, it was
replaced with the strategy ‘put it right out of sight’.
Overall, this message concept was perceived as effective. Despite anticipating that that the valence of the predominant
emotion when reading this message would be positive, participants reported feeling the most anxious than both any other
emotion and any other message. For example, as reported in the focus groups:
‘It made me feel uneasy ‘cos it is so relatable that this is something that could
happen to us, so if we don’t see the pedestrian while we are texting, we could hit the
pedestrian’ (F21).
This message scored the highest on the three survey measures of relevance, likelihood to adopt strategies, and likelihood
to reduce/stop smartphone use while driving. With regard to relevance, the focus group discussions also reported that this
message was relevant in relation to the context of driving with friends and to the scenario itself. For example:
1
‘Boot’ is the Australian term for ‘trunk’ of a car.
318
C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326
Table 3
Means and Standard Deviations for the Emotion Check (for Messages 2, 4, 5, 6, 7, 8, & 9) from Survey Data.
Message concept Negative* Positive* Sad Fearful Anxious Annoyed Relaxed Competent Happy Proud Excited Amused Flattered Agitated Relieved
2. ‘Help your 3.94 3.97 2.30 3.03 3.30 2.91 2.38 2.42 2.73 2.36 2.03 2.45 1.94 2.48 2.76
friends’ (1.56) (1.56) (0.98) (1.10) (0.98) (1.18) (1.04) (0.87) (1.07) (1.03) (0.81) (1.00) (0.86) (1.12) (1.25)
4. ‘Good 3.39 4.73 2.24 2.42 2.78 2.25 2.73 2.91 3.18 3.12 2.42 2.61 2.21 2.33 3.79
driver’ (1.30) (1.31) (0.75) (0.83) (0.98) (0.95) (1.07) (0.98) (0.98) (1.02) (0.94) (1.03) (0.93) (0.96) (0.99)
5. ‘Dating’ 3.52 4.00 2.19 2.76 3.06 2.88 2.21 2.42 2.58 2.48 2.39 3.18 2.24 2.82 2.79
(1.28) (1.44) (0.90) (1.12) (1.09) (1.22) (0.93) (0.94) (1.20) (1.06) (1.09) (1.24) (1.06) (1.04) (1.19)
6. ‘Traffic 4.09 3.48 2.34 2.82 3.21 3.42 1.82 2.00 2.09 1.76 2.06 2.73 2.09 3.21 2.21
lights’ (1.44) (1.42) (1.10) (1.13) (0.99) (1.12) (0.77) (0.79) (0.95) (0.75) (1.03) (1.33) (0.93) (0.89) (0.86)
7. ‘Animated 4.09 3.84 2.55 3.27 3.24 3.15 2.06 2.18 2.39 2.06 2.12 3.15 2.24 2.82 2.64
cars’ (1.26) (1.35) (1.00) (1.04) (1.03) (1.15) (0.97) (0.88) (1.14) (0.86) (0.93) (1.12) (0.94) (1.13) (1.17)
8. ‘Animated 3.81 4.34 2.03 2.70 3.09 2.76 2.33 2.21 2.67 2.36 2.27 3.18 2.00 2.52 3.12
smartphone’ (1.09) (1.31) (0.92) (1.16) (1.10) (1.20) (1.14) (0.99) (1.22) (1.03) (1.18) (1.10) (0.83) (1.00) (1.02)
9. ‘Voice your 3.94 4.30 2.39 2.30 2.55 3.12 2.64 2.45 2.76 3.21 2.45 2.94 2.33 2.79 3.00
opinion’ (1.41) (1.43) (1.09) (1.05) (1.06) (1.36) (1.22) (1.09) (1.20) (1.17) (1.18) (1.32) (1.14) (1.22) (1.06)
Note. Messages 1 and 3 received relatively weak feedback and were removed prior to the end of the study.
*
These items were measured on a 7-point Likert scale (1) strongly disagree, (7) strongly agree. All other items were measured on a 5-point scale, with (5) indicating a more positive response.
C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326 319
Table 4
Means and Standard Deviations for the Effectiveness Check (for Messages 2, 4, 5, 6, 7, 8, & 9) from Survey Data.
Message concept Persuasiveness Believability Relevance Likelihood of adopting Useful Likelihood of reducing/stopping
strategies strategies SP use while driving
2. ‘Help your friends’ 3.18 (0.73) 3.75 (0.57) 3.48 (0.87) 3.70 (0.85) 3.21 (0.89) 3.28 (0.92)
4. ‘Good driver’ 3.39 (0.61) 3.45 (0.67) 3.27 (0.91) 3.36 (0.74) 3.36 (0.60) 3.27 (0.84)
5. ‘Dating’ 3.03 (0.88) 3.33 (0.82) 2.85 (0.87) 3.15 (0.83) 2.97 (0.85) 2.97 (0.92)
6. ‘Traffic lights’ 3.12 (0.89) 2.69 (1.06) 2.91 (0.84) 2.97 (0.95) 3.03 (0.95) 3.06 (0.97)
7. ‘Animated cars’ 2.88 (0.93) 2.82 (0.81) 2.67 (0.92) 2.85 (0.91) 3.06 (0.75) 3.03 (0.85)
8. ‘Animated smartphone’ 3.12 (0.78) 2.85 (0.83) 2.91 (0.84) 3.03 (0.85) 2.94 (0.66) 3.09 (0.95)
9. ‘Voice your opinion’ 3.55 (0.97) 3.76 (0.94) 3.36 (0.96) 3.42 (0.87) 3.39 (0.75) 3.27 (0.88)
Note. All items were measured on a 5-point scale, with (5) indicating a more positive response. ‘SP’ means smartphone.
‘I could relate to this one, um I think it is something a lot of young people could relate
to as well. It is quite persuasive’ (M19)
Relevance was also discussed in the focus groups in relation to passengers checking and responding to the driver’s smart-
phone for them (i.e., the strategy presented in this message). This finding supports the survey finding regarding this message
being the most likely to reduce/stop smartphone use while driving, possibly because the passenger can do this for them. For
example:
‘I thought it was really relatable, if you have friends in your car and you get a
message they can respond for you if you are the driver’ (F20).
In addition, the survey finding that this message would be the most likely to stop the driver using their smartphone while
driving. This could, in part, be due to the driver’s feelings of responsibility for their passengers and the idea that that driver’s
smartphone is everyone’s responsibility, as discussed in the focus groups. For example:
‘It was kind of like saying that you’ve got other lives in your car so you are not only
responsible for your own’ (M17).
The focus group discussions, however, suggested that the passenger’s fake response on the driver’s smartphone (i.e., pre-
tending to text the driver’s workplace saying that they would rather go to the beach) as described in the message would have
been quite distracting for the driver. In addition, many participants reported that they were already using this strategy and,
therefore, the ability of the message to change young drivers’ behaviour may be limited.
This message received positive feedback. It was reported as being in the top three messages for 16 participants and the
favourite for five. As anticipated, this message concept elicited predominantly positive emotions. In comparison to the other
message concepts, participants reported feeling the highest level of relaxation, competence, happiness, and relief. For exam-
ple, as reported in the focus group discussions:
‘‘I like how it is not depressing again. . .good that it shows that he stops in time and all
good because you know what would happen otherwise (F18)
Focus group discussions reported that it was refreshing to have a positive message with a young driver depicted in a
responsible manner (i.e., the young driver modelled positive behaviour by not checking their smartphone), thereby promot-
ing a message of prevention (Lewis, Watson, White, et al., 2007). For example:
‘I liked the way it was focused in the effects of positive behaviour rather than negative
behaviour’ (F21).
In the survey, this message scored in the top three messages for all the effectiveness checks (e.g., persuasiveness, believ-
ability, relevance). These results were supported in the focus group discussions, for example:
‘Parental factors for me are high driving forces. I just imagine how devastated my
parents would be if I got into a significant accident ‘cos I was being an idiot’ (F17); and,
‘. . .it is persuasive and I think the message has strong content because we are talking
about being responsible’ (M18)
This combination of positive affect and high levels of perceived effectiveness supports current literature that suggests it is
worthwhile broadening the scope of the emotional appeal of messages to include positive appeals (Lewis, Watson, White,
et al., 2007). Previous literature also shows that young drivers believe their parents would disapprove of them using their
smartphone while driving (e.g., Gauld, Lewis, & White, 2014). This finding, combined with participants in the current study
reporting a sense of accountability towards their parents (i.e., behaving like a good driver not just saying they were a good
driver) and wanting their parents to be proud of their actions, appears to have enhanced the effectiveness of this message.
Table 5
320
Key Themes and Supporting Quotes for the Qualitative Analysis (for Messages 2, 4, 5, 6, 7, 8, & 9) of Focus Group Data.
5. The importance of a sensible response from ‘Yeah and he’s also like not focused on driving, he is focused on the friend, so it is
the passenger using the smartphone almost a distraction’ (M20)
‘I felt a little bit angry because even though the friends say they want to help the
driver to text back they make a joke and make the driver distracted’ (M18).
4. ‘Good Driver’ 1. The scene is very believable ‘I know my parents always say to me when I am going out ‘drive safely’ and all the 16
time you just shrug it off; this might make you actually stop and think about it’ (F17) (5 favourite)
2. Refreshing to have a positive message ‘I was proud of him in the end too; like ‘well done’; at the start I was a bit annoyed
and then at the end when he put it away, saved the dog, that was good (F20)
‘It was different to any of the ads I’ve seen before in road safety’ (F18)
‘I liked the way it was focused on the effects of positive behaviour rather than
negative behaviour’ (F21)
‘‘I like how it is not depressing again. . .good that it shows that he stops in time and all
good because you know what would happen otherwise (F18)
3. The possibility of hitting the dog represented ‘..the thought of hitting a dog, absolutely I could not handle that’ (F18)
a sufficient consequence ‘Scene 7 is a good focus on the dog. I think the dog is good as so many people like
dogs’ (M19)
4. The importance of wanting your dad to be ‘Parental factors for me are high driving forces, I just imagine how devastated my
proud and of being accountable to what you parents would be if I got into a significant accident cos I was being an idiot’ (F17)
say to your dad are motivating ‘..it is persuasive and I think the message has strong content because we are talking
about being responsible’ (M18)
‘this one would be remembering the ideal of your parents and how they think you
should be driving (M19)
5. ‘Dating’ 1. Good use of humour ‘I think it is good that the passenger incorporated humour into his message, um, 6
because it was a lot more effective’ (F18) (2 favourite)
‘. . .when he said ‘on your skateboard’ that really made me laugh’ (M19)
2. Message was confused as the driver is also ‘I mean the ad should be teaching you to say something like not mocking them and as
distracted by the passenger mocking them soon as you’re mocking them you are even more distracted and something happens
and then you are like. . .when the friend was one of the main causes of the problem’
(F18)
‘. . .and also here where he is looking embarrassed but he is also looking at his friend
which means he isn’t looking at the road. . .’ (M19)
3. The passenger’s protest about the driver ‘It sort of feels a bit half-hearted. . .where I know personally with my friends I’d be
using their smartphone was too weak (i.e., the like ‘don’t do that – you’re being an idiot’(F17)
message was not strong enough). ‘..that the mate spoke up. . .it took him a while to speak up which is kind of
like. . .hmmm’
‘I just felt like it half hit the mark’ (F22)
6. ‘Traffic Lights’ 1. Beginning of the scenario is common and ‘It had a really good start like stopped at the traffic lights. . .and then it turns’ (F18) 11
relatable ‘I think it is relatable because lots of people get the urge to check their smartphone at (2 favourite)
traffic lights (F20)
2. The second half of the scenario is not ‘. . .the smartphone flying out the window was a bit of a stretch. . .’ (M19)
believable (from the point where the ‘the point when he loses the smartphone that kind of lost it cos that tongue in cheek
smartphone flies out the window) and it is supposed to be a serious message . . .’ (F17)
‘the situation is relatable but slides out of control when they lost their smartphone
out the window’ (F17)
3. The driver’s embarrassment/humiliation is a ‘I think this one is bringing out the embarrassment when there is a lot of cars behind
strong consequence you’ (F18)
‘Yeah, because that screeching is so embarrassing, yeah if I do that I feel like everyone
321
322
Table 5 (continued)
This message, along with Message 8 (‘Animated Smartphone’), amused participants the most; which was supported in the
focus group discussions:
‘I think it is good that the passenger incorporated humour into this message, um,
because it was a lot more effective’ (F18)
On the survey items, however, it scored relatively low on all the effectiveness checks. Many participants indicated that the
message was not clear because the driver was also distracted by the passenger mocking them. An example from the focus
group discussions:
‘I mean the ad should be teaching you to say something like not mocking them and as
soon as you’re mocking them you are even more distracted and something happens
and then you are like. . .when the friend was one of the main causes of the problem’
(F18)
Participants believed the passenger’s response to the driver’s phone use (i.e., ‘hey mate, can’t it wait?’) did not set a strong
enough example for young drivers. For example:
‘I just felt like it half hit the mark’ (F22).
As anticipated, this message elicited predominantly negative emotions. Specifically, this message concept, along with
Message 7 (‘Animated Cars’), elicited the highest level of negative emotions, in particular, the emotions of annoyance and
agitation. Dillard et al. (1996) found that anger inhibited the effectiveness of messages. While annoyance and agitation
(i.e., the two highest scoring emotions for this message) are discretely different emotions to anger, they may have con-
tributed to this message’s relatively low score on all the survey effectiveness checks. In the focus group discussions, it
was reported that the first half of this message was believable and the driver’s embarrassment was a strong consequence,
for example:
‘It had a really good start like stopped at the traffic lights. . .and then it turns’ (F18); and
‘I think this one is bringing out the embarrassment when there is a lot of cars behind
you’ (F18)
Most participants, however, indicated that it became unrealistic when the smartphone flew out the window and, as a
result, the message may not be taken seriously:
‘. . .the smartphone flying out the window was a bit of a stretch. . .’ (M19)
As anticipated, this message, along with Message 6 (‘Traffic Lights’) elicited the highest level of negative emotions, in gen-
eral, with participants reporting feeling the most sad and fearful. On the effectiveness checks, it scored relatively low on all
the effectiveness checks. While it was reported that the animation would be eye catching, these survey results corresponded
with the focus group discussions. For example:
‘I feel it wouldn’t be taken seriously’ (M18); and
‘I think it is a lot less persuasive because it is a cartoon’ (F18)
Specifically, while the novelty of the animation was seen as eye-catching by many participants, they believed the message
would be more effective for a younger demographic than the target audience, for example:
‘I wasn’t a fan of giving the cars personality or whatever, I just thought that was a bit childish’ (F20)
As anticipated, the predominant valence of emotion reported when reading this message was positive. Specifically, this
message, along with Message 5 (‘Dating’) amused participants the most. For example:
‘Yeah, people would actually enjoy watching it’ (F18)
While it received average scores on the effectiveness checks. The qualitative analysis suggested that there was a clear
message regarding not using a smartphone while driving:
324 C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326
‘What I am getting out of this is that you are choosing to do it – it doesn’t want to be used- I like that message. . .makes it enter-
taining’ (F18)
Some participants believed that having the smartphone run away may have caused the driver to be more distracted. For
example:
‘Yeah, I think it is a lot more dangerous when people are turning around to the back to find their smartphone’ (F18)
Many participants, however, reported that they could relate to this scene and would often reach for their smartphone in a
traffic jam to alleviate their boredom:
‘I think a lot of people rummage around in the back seat for something so I think this will get attention’ (M19)
Previous studies have shown that messages containing the element of surprise and novelty enhanced message effective-
ness (Dillard et al., 1996; Morley, 1987; Morley & Walker, 1987). Indeed, many participants expressed surprise at the novelty
of an animated smartphone and believed this message would be memorable, amusing, and entertaining. For example:
‘It definitely gave me a new perspective to think about. Showing a situation in a different light is more likely to make me stop
and think about my actions’ (F17).
This message received positive feedback in both the focus group discussions and the survey. It was listed in the top three
messages for 21 participants and the favourite for 15. As anticipated, the predominant valence of emotion reported was pos-
itive and participants reported feeling the most proud, excited, and flattered when reading this message and it was scored
the highest for persuasiveness, believability, influence on self, influence on others, and as containing useful strategies to help
reduce monitoring/reading social interactive technology while driving. Focus group discussions supported the survey find-
ings as participants reported believing the scene was realistic and the potential consequences were clearly depicted. For
example:
‘This message is the best so far out of all of them because it is believable, there is some sort of relatability to it, how we have been
in a situation, it accurately portrays how friends would act to each other cos in the end it shows the driver not backing down’
(M19); and
‘there is a good comparison between the people who know it’s wrong and the others and you can tell people who think that it is
right don’t have an appreciation of what could happen’ (F20)
Some of the language, however, was not deemed to be realistic and so was amended during the study. In the original mes-
sage outline, for example, the friend who had sent the driver a message said ‘You’re kidding right? Can’t believe you don’t
check your phone!’ was amended to ‘Are you serious? I always check mine when I am driving, that’s why ya have two
hands!’ Overall, the message was reported to be strong, enhanced by the triviality of the communication sent to the driver
which is revealed at the end of the message (i.e., to buy pizza on your way over):
‘It’s a good point like showing, oh, you only wanted me to get pizza on the way over because it is showing that you could have
risked all of those things that the friends talked about just because they wanted you to buy pizza’ (F18)
As reported for Message 4 (‘Good Driver’), and in line with current literature, participants liked that this message mod-
elled positive behaviour and depicted the young driver as responsible, thereby focusing on prevention (Hoekstra & Wegman,
2011; Lewis, Watson, White, et al., 2007). The underlying belief challenged in this message (i.e., that friends and peers would
approve of a young driver using their smartphone while driving) is also consistent with previous literature that demon-
strated the strong influence of friends’ and peers’ opinions on whether a young driver uses their smartphone while driving
(e.g., Buckley, Chapman, & Sheehan, 2014; Gershon, Zhu, Klauer, Dingus, & Simons-Morton, 2017; Trivedi, Haynie, Bible, Liu,
& Simons-Morton, 2017). In particular, these studies have found that young drivers whose friends and peers were more likely
to use their smartphone while driving were themselves more likely to use their smartphone while driving. Buckley et al.
(2014), suggested that interventions targeting this belief should take into account the strong desire for young drivers to
please and fit in with their friends and peers. It is encouraging, therefore, that this message was deemed to be the most effec-
tive in the integrated analysis, given that the predominant opinion of the young driver’s friends depicted in this message was
not to use one’s smartphone while driving.
4. General discussion
The current study investigated which of nine public education messages aimed at monitoring/reading and responding to
social interactive technology on smartphones were reported as being the most persuasive by members of the target audi-
ence; namely, young drivers aged 17–25 years. Concept testing is a vital step in message development as it ensures that
the messages are actually operating as intended, as opposed to the assumption that they are operating as intended based
on the researcher’s expectations.
C.S. Gauld et al. / Transportation Research Part F 60 (2019) 311–326 325
Based on this integrated data analysis, Message 4 (‘Good Driver’), Message 8 (‘Animated Smartphone’), and Message 9
(‘Voice your Opinion’) were deemed the most effective messages for each of the three underlying belief categories2. Specif-
ically, ‘Good Driver’ targeted ‘believing you are a good driver makes it easier’; ‘Animated Smartphone’ targeted ‘slow moving
traffic makes it easier’; and ‘Voice Your Opinion’ targeted ‘friends and peers would approve’ of a young driver monitoring/read-
ing or responding to communications on their smartphone. Of note, these three messages all elicited positive emotion and mod-
elled positive behaviour, thereby supporting past research suggesting that young drivers respond better to messages that are
positive in nature (e.g., Hoekstra & Wegman, 2011; Lewis, Watson, & Tay, 2007; Lewis, Watson, White, et al., 2007). Participants
also believed that, while these three messages targeted monitoring/reading behaviour, they could be readily adapted to target
responding behaviour with very few changes to the message content, thereby avoiding the possible influence that different
message content may have on their persuasive impact.
A major strength of this study lies in its mixed-methods approach and its ability to elicit feedback regarding all aspects of
the message content directly from members of the target audience as both individual feedback (i.e., the survey) and as a
group discussion. This feedback included the effectiveness of the message manipulations (e.g., of the underlying beliefs
and the emotional responses), the realistic nature of the language used, and the practicality of the suggested strategies. In
accordance with Step 3 of the SatMDT (Lewis et al., 2016), concept testing may involve refinement of the message concepts.
Indeed, the current study identified examples of unrealistic language (particularly in Message 9) which were later amended.
In addition, the strategy ‘put it in the boot’ was consistently deemed impractical and was later replaced with ‘put it right out
of sight’. These formal checks of message content have not always been conducted in past research (Dillard et al., 1996;
Eveland and McLeod, 1999; LaTour & Rotfeld, 1997; Lewis et al., 2009; Phillips et al., 2011; Plant et al., 2011) and, as such,
concept testing should be considered an important step in the development of future road safety messages.
There are some limitations of the current study that should also be acknowledged. As for other studies assessing the
impact of persuasive messages (Elliott & Armitage, 2009; Glendon & Cernecca, 2003; Lewis, Watson, White, et al., 2007), this
study utilised a within-subjects design to assess the effects of the messages. It is possible, however, that the effectiveness of a
message may have been affected by exposure to the previous message (Tormala & Petty, 2007). While all messages were
shown in the same sequence, this sequence was determined randomly. Although it is acknowledged that it is not possible
to separate the effect of the message from the effect of the order, by holding the ordering of the advertisements constant
across all group sessions, any effects would have been consistent across sessions.
Almost all of the participants in this study were university students. University students may be more educated than the
general population, particularly regarding the dangers of smartphone use while driving. They may also feel more account-
able to their parents, given it is reasonable to assume that a larger proportion of students live with their parents compared to
young people who are in the workforce and living independently. This accountability may have influenced the effectiveness
of Message 4 (‘Good Driver’) in particular. In this message, the young driver wanted their father to know that they were not
using their smartphone while driving, thereby being the good driver they said they were. The study sample, therefore, may
limit the generalisability of the findings.
In conclusion, the current study adds to the extant literature by highlighting the importance of rigorously concept testing
new message content with the target audience. Specifically, this study tested nine road safety public education messages
aimed at young drivers monitoring/reading and responding to social interactive technology on their smartphones. The inte-
grated findings from the quantitative and qualitative components of this study supported current research suggesting that
road safety messages that model positive behaviour and elicit positive emotions may be especially persuasive for young
drivers.
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2
Please note that is not the intention of this study that all three messages would be run as part of a single campaign against smartphone use while driving.
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