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Published on Apr 15, 2008
This video was produced as a fear appeal targeting 18-25 year olds to dissuade them from using their cell phones while driving. The goal of the video is to inform viewers of the potential risks and dangers associated with distracted driving. The video attempts to engage receivers in danger control by providing a specific and effective solution, "Just Drive," that the viewer is capable of undertaking. The general psychological approach involves the Theory of Reasoned Action, which presumes that intentions are the best guide to behavior, although they do not always predict actions. The video targets the underlying reasons why the average person engages in distracted driving and attempts to change their beliefs about the consequences of their behavior.
Designed and produced by Market U, a group of students in PSYC 424, The Psychology of Communication & Persuasion, at the University of Maryland.