The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers

Many marketing communication strategies focus on the physical consequences of accidents tochange young and inexperienced drivers? management of risk and to curb theiroverrepresentation in fatalities. To assess this approach, we consider a framework of risk withtwo elements (uncertainty and consequences). We argue that drivers are uncertain aboutaccidents occurring, and that young inexperienced drivers inappropriately cognitively managethis uncertainty by distorting their views on self-risk relative to drivers whom are moreexperienced or in their own peer group. We present evidence supporting this. We alsoconsider, and find evidence to support the view, that young less experienced drivers areprimarily concerned with physical consequences of risky driving behaviour relative to otherconsequences. It is concluded that the message has ?gotten through? to such drivers about thisconsequence as a result of existing campaigns. Future research should now examine whether achange in theme may bring about further reductions in vehicle accidents among these drivers.