This project sought to obtain such information through (1) a review of literature on gender differences in response to traffic safety and health-related messages and (2) interviews with groups of men and women to evaluate their responses to selected traffic safety public service announcements (PSAs). Eight focus groups involving a total of 28 men and 32 women, aged 25-59, were conducted in 1992. Participants discussed their driving habits and attitudes and how these had changed in recent years, as well as traffic violations committed by other drivers and by themselves. They also gave detailed reactions to seven televised PSAs, which dealt with three topics (drinking and driving, speed compliance, and safety belt usage) by conveying various motivational themes (enforcement risks, physical injury, fatality risk, normative appeal, financial cost, and personal responsibility). Although there were several similarities between the responses of men and women, more often than not their reactions to driving situations and safety advertising were different. The report includes a number of specific recommendations regarding future qualitative and quantitative studies.


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    Title :

    Responses of Women and Men to Traffic Safety Messages: A Qualitative Report


    Contributors:
    S. W. Morris (author) / J. Lynch (author) / J. Swinehart (author) / K. Lanza (author)

    Publication date :

    1994


    Size :

    111 pages


    Type of media :

    Report


    Type of material :

    No indication


    Language :

    English




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