Increasing Seat Belt Use among Part-Time Users: Messages and Strategies
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1998-02-01
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Edition:Final report
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Abstract:Data indicate discrepancies between many persons' perceptions of themselves as seat belt users, and their actual behavior. The data also suggest that instead of targeting non-users, a greater increase in the national rate of seat belt use may be achieved by getting part-time users to use belts full-time. The goal of this study was to identify reasons underlying part-time usage, and then delineate strategies for increasing belt use among part-time users. Focus groups were conducted with males and females, ages 16-20 and 25-34, who acknowledged being part-time seat belt users. Two waves of focus groups, with two male and two female groups per wave, were held in Wichita (KS), Sioux Falls (SD), and Akron (OH). The study obtained results concerning mechanical, informational, and motivational influences on attitudes and behavior, and determined strategic intra personal and community approaches for increasing set belt use by part-time users. Seat belt use by part-time users is related to risk perception and arousal. Cues such as driving in inclement weather, traveling along unfamiliar roads, transporting younger passengers, and observing dangerous behaviors by other drivers stimulate seat belt use. The absence of such cues during routine, day-to-day short distance driving seems to be associated with less consistent belt use. For the younger respondents, salient messages included emotionally-stimulating true-life stories about peers, as well as other concepts that were visually graphic, youthful, offbeat, and irreverent. For the older respondents, attention-getting seat belt messages focused both on the importance of being a good role model for children, and offering the fullest protection to children. Cash or cash-value incentive programs have the potential to increase belt use, as do well-publicized community outreach efforts, employer-sponsored wellness programs, and early childhood education. /Abstract from report summary page/
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