United States Department of Transportation
i
Strategies to Increase the Use of Child Safety Seats among Toddlers. Volume 1
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1987-01-01
[PDF-5.35 MB]
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Edition:Final report
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Abstract:This project used group depth interviews to investigate parent attitudes toward use and nonuse of child safety seats (CSSs), particularly for toddlers. Parenting habits differentiate toddler-seat users and nonusers. Nonusers abandon CSSs because of toddler misbehavior, inconvenience, their fears, seat size and design problems, displacement by a new sibling, low probability and cost of legal sanction, and perception of seat belts as an acceptable alternative. Participants were asked to react to written descriptions of program concepts to convert CSS nonusers into users. They identified stiffer penalties, e.g. heavy fines, and use of subtle fear arousal as the most promising methods to deal with nonusers. Promotion would be most promising using electronic media and children should be targeted both in school and at home. Less promising concepts are guilt-inducing messages directed to nonusers, comparison of nonuse to child abuse, drunk driving or lack of love, and positive incentives. Recommendations include the following: increase legal penalties through higher fines and driver's license points; Make penalties credible by strengthening and publicizing enforcement efforts; Investigate and remedy shortcomings-in seat design; Document basic quantitative information regarding use of CSS; Provide parents with more information on laws and-CSS features; Use promotional messages to address parent emotions in an unthreatening manner; Aim communication at parent nonusers, households where there is a risk of toddler displacement by a newborn child, family and friends of pregnant mothers of toddlers (to encourage CSS gifts for subsequent children), and older toddlers (to counteract image of seat usage being babyish). Efforts must enlist cooperation of manufacturers, governmental officials, educators, and community organizations. /Abstract from report summary page/
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