Evaluation of Female Driver Responses to Impaired Driving Messages DOT HS 809 193

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1. Report No. DOT HS 809-193	2. Government Accession No.		3. Recipient's Catalog No.
4. Title and Subtitle Evaluation of Female Driver Responses to Impaired Driving Messages			5. Report Date December 2000
			6. Performing Organization Code
7. Author(s) Douglas Piper and Valerie Nelkin			8. Performing Organization Report No.
9. Performing Organization Name and Address Pacific Institute for Research and Evaluation 8201 Corporate Drive, Suite 220 Landover, Maryland 20785			10. Work Unit No. (TRAIS)
			11. Contract or Grant No. DTNH22-98-D-35079
12. Sponsoring Agency Name and Address National Highway Traffic Safety Administration Office of Research and Traffic Records Research and Evaluation Division 400 7^th Street, S.W., Washington, DC 20590			13. Type of Report and Period Covered Final Report June 1999 - June 2000
			14. Sponsoring Agency Code
15. Supplementary Notes
16. Abstract This study explored young women's perceptions of impaired driving messages. Six focus groups were conducted in the Washington, DC area and six groups were conducted in Madison, Wisconsin. The 94 participants averaged 26 years of age, drove regularly, and had drunk alcohol in the past month. A guided discussion covered their driving and drinking behaviors and attitudes, plus their general views on the media. They then rated thirteen public service announcements (PSAs) in three mediums: video, radio, and print. By far, television was preferred over other mediums. The data analysis showed that women were most affected by emotional appeals, graphic images of negative consequences, PSAs depicting realistic situations, and those in which they could identify with the characters. Authoritative messages were rejected by the participants, especially the youngest women. Using celebrities in these messages was not viewed as effective. Humor in PSAs was seen positively by some participants and negatively by others. The data indicate that impaired driving messages targeting young women would be more effective if they were tailored for them.
17. Key Words Drinking, driving, impaired driving, DWI, female drivers, media messages		18. Distribution Statement This document is available to the public from the National Technical Information Service, Springfield, VA 22161
19. Security Classif. (of this report)	20. Security Classif. (of this page)		21. No. of Pages	22. Price

Evaluation of Female Driver Responses to Impaired Driving Messages

Final Report

Technical Report Documentation Page

Evaluation of Female Driver Responses
to Impaired Driving Messages