United States Department of Transportation
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Motivation of Restraint System Usage among Specific Target Groups of Drivers and Passengers [1983]
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1983-07-14
[PDF-1.76 MB]
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Edition:Final report
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Abstract:Thirty focus groups were conducted in seven different cities. These focus groups were used to determine potentially effective motivational approaches, develop appropriate themes and general content of messages and, finally, to identify corresponding communication networks to increase the voluntary use of Occupant Protector Devices for five target groups. The major findings were that messages and themes which linked safety belt usage to either preventative health, or the "other guy" were more positively received than were messages which were perceived as suggesting that either the car was not safe or that the driver was not competent. The degree of impact for message themes varied by the target groups, as well as by the delivery system which was used to present the message. /Abstract from report summary page/
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