Stuck in the 70s: The role of social norms in distracted driving

Successful campaigns to end distracted driving must understand prevailing social norms for behaviors such as texting and phoning while driving. The current work examined this issue by asking younger drivers to read car crash scenarios and rate the responsibility of the driver for the crash, and to levy fines and assign jail time, as a function of whether the driver was attentive, had been drinking, or was distracted by phoning or texting. In the first experiment, ratings were performed in the absence of injunctive norm information (laws against drunk and distracted driving). In the second experiment, injunctive norm information was included. Impaired drivers were viewed as more responsible in both experiments, with texting drivers viewed as the most responsible. However, drunk drivers received the most fines and jail time. When compared to data from the 1970s, the results show that anti-drunk driving campaigns have changed how younger drivers view drunk driving, but that norms have not yet changed for distracted driving, despite consistent results showing they know the risk of driving distracted. Implications for social norm distracted driving campaigns are discussed. (C) 2012 Elsevier Ltd. All rights reserved.