Communications Strategies on Alcohol and Highway Safety. Volume 1, Adults 18–55

doi:10.21949/1524894

i

Communications Strategies on Alcohol and Highway Safety. Volume 1, Adults 18–55

1975-02-01
By Grey Advertising Inc. Research Dept.

File Language:

English

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Corporate Creators:

Grey Advertising Inc. Research Dept.
Corporate Contributors:

United States. National Highway Traffic Safety Administration ; United States. Dept. of Health, Education, and Welfare ; National Institute on Alcohol Abuse and Alcoholism (U.S.)
Subject/TRT Terms:
Publication/ Report Number:

DOT-HS-801-400 ; NTIS-PB241258
DOI:

https://doi.org/10.21949/1524894
Resource Type:

Research Paper
Geographical Coverage:

United States
Edition:

Final report
Corporate Publisher:

United States. National Highway Traffic Safety Administration
Abstract:

The study is in two volumes, the first dealing with adults aged 18-55, the second with high school youth. Both identify target populations and communications strategies for encouraging personal action steps to prevent drunk driving. Fully 54% of adult Americans participate at least once a month in social or business situations where alcohol is served; they are termed ARS-Involved. This group has the potential for controlling drinking or restraining drunk drivers. The types of measures they are willing to take are restricted to friends and relatives, and include offer to drive, invite to stay over, call a taxi and serve food with liquor to reduce intoxication. Adults seem less able to recognize impairment in others, but are quite willing to act. They have several misperceptions about causes and solutions of impairment. More than 60 percent mistakenly believe that a can of beer or a drink of wine is less intoxicating than an average drink of liquor. Findings are recommendations are based on a national probability sample of 1,600 adults. Target populations for advertising are differentiated on the basis of life styles and personality profiles. /Abstract from report summary page/
Format:

PDF
Funding:

DOT-HS-074-1-096
Download URL:

https://rosap.ntl.bts.gov/view/dot/1117/dot_1117_DS1.pdf
File Type:

[PDF - 7.00 MB]
Collection(s):

NHTSA - Behavioral Safety Research
Main Document Checksum:

urn:sha256:9fc8ce237df23dd65ac1e1a1a37e04ff73fa380a1f251fe8ada2f44de71a81ff

File Language:

English

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