Exploring the utility of a social norm approach in reducing younger drivers’ engagement in hand-held phone use while driving: A qualitative study

Abstract

Introduction: Engagement in hand-held phone use while driving among young drivers is a prevalent concern in society, despite countermeasures to deter the behavior. The social norm approach has been effective in reducing negative behaviors in young adults (e.g., binge drinking, drink driving). However, whether this approach can reduce hand-held phone use while driving in this population has not been thoroughly investigated. Method: The qualitative study explored young drivers’ attitudes and opinions on social norm messages designed to reduce hand-held phone use while driving. In addition, young drivers’ opinions on current campaigns were explored to provide further insight into the effectiveness of these messages. Thirty young drivers were interviewed and shown six social norm messages. Results: The data were analyzed using reflexive thematic analysis, resulting in five themes and one sub-theme: (1) Road safety messages with minimal impact on hand-held phone use while driving; (2) What constitutes an effective road safety message for hand-held phone use while driving; (3) Comparisons between social norm messages and road safety messages; (4) The potential benefits of combined social norms, (4a) Improving and optimizing the message; and (5) “It’s kinda just numbers on a screen”: Negative views on social norm messages. Results highlight the diverse opinions towards road safety campaigns and the need to increase exposure to these messages. Further, a combined social norm message was perceived as most effective in reducing engagement in hand-held phone use while driving. Conclusions: The current study provides preliminary evidence that the social norm approach may be effective in reducing hand-held phone use among young drivers. Further, this study highlights the need to maximize exposure to phone use while driving campaigns in this high-risk cohort. Practical Applications: Results support the development of a social norm messaging intervention to reduce young drivers hand-held phone use while driving.