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An Evaluation of Social Marketing Delivery Modes Aimed at Teen Smartphone Use while Driving Behavior: An Application of the Theory of Planned Behavior.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An Evaluation of Social Marketing Delivery Modes Aimed at Teen Smartphone Use while Driving Behavior: An Application of the Theory of Planned Behavior./
Author:	Scott Diehl, Francene.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	117 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-11, Section: A.
Contained By:	Dissertations Abstracts International81-11A.
Subject:	Public health education. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27828467
ISBN:	9798641841014

An Evaluation of Social Marketing Delivery Modes Aimed at Teen Smartphone Use while Driving Behavior: An Application of the Theory of Planned Behavior.
Scott Diehl, Francene.

An Evaluation of Social Marketing Delivery Modes Aimed at Teen Smartphone Use while Driving Behavior: An Application of the Theory of Planned Behavior. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 117 p.

Source: Dissertations Abstracts International, Volume: 81-11, Section: A.

Thesis (Ph.D.)--Indiana University of Pennsylvania, 2020.

This item must not be sold to any third party vendors.

Prior research has confirmed the "long history of social marketing used by government and nonprofit organizations to impact behaviors of the general public" (Lennon et al., 2010, p. 95). Providing effective social marketing specifically to high school students is an important step in reducing unintentional death behind the wheel. According to the Centers for Disease Control (CDC), vehicle collisions are the number one cause of unintentional death for 16 to 24 year olds (Centers for Disease Control, 2018). Further, Asbridge (2013) also argues that smart phones are having an impact on the number of teen crashes, although statistics have not been able to accurately quantify it. The safety community acknowledges that smart phone use while driving is hazardous, however, despite this acknowledgement, adults and teens alike continue to engage in this dangerous behavior (National Highway Traffic Safety Administration, 2016, p. 2). Action is being taken to curb this practice as corporations and public health organizations are committing time, money and other resources to raise awareness regarding the risks associated with smartphone use while driving in an effort to reduce teen death behind the wheel (Lennon et al., 2010, p. 109). Building upon this research, the goal of this study is to determine the following: 1) if virtual reality/immersive technology utilized in social marketing treatment delivery has an impact on risky smart phone use while driving behaviors by high school students, 2) whether or not there is a correlation between teen behaviors and behavior intentions as based upon the Theory of Planned Behavior which was founded by Icek Ajzen and Martin Fishbein (1975) and 3) if teens have a preference for a specific type of social marketing delivery mode. This research was delimited to students in Central Florida Public School Districts. An online Qualtrics survey based upon the Theory of Planned Behavior was used to collect data from approximately 150 students between the ages of 15 and 19 at one Central Florida high school. The study was conducted during three different instructional days, covering seven classroom periods in two classrooms. Day 1 was dedicated to student recruitment and the final two days were utilized to deliver the treatment modes and provide follow-up online surveys. The findings from this research indicate that there were no significant differences in the pre and post survey Theory of Planned Behavior (Ajzen, 1991) belief construct difference scores based upon the type of social marketing treatment delivery mode experienced. Gender and prior collision experience were also insignificant variables. The students in this study displayed a significant preference for virtual reality social marketing, when comparing virtual reality, video and PowerPoint presentation lecture delivery modes. Student's stated behavior intentions, as based upon the Theory of Planned Behavior (Ajzen, 1991) that involved smartphone use behind the wheel were a significant predictor of their future behavior and there was a small correlation between their stated behavior intentions and future smartphone use while driving behavior. This research is significant as it is the first study of its kind to evaluate three different types of social marketing campaign delivery modes in Central Florida high school students. This study also provides community insight into whether social marketing interventions that utilize virtual reality/immersion technology have potential future benefits for teenagers while promoting safety and health outcomes. More research is needed to determine the relationships between Theory of Planned Behavior beliefs, (attitude, normative, perceived behavior control beliefs and behavior intentions), social marketing and how much this combination impacts smartphone use behind the wheel behaviors in teens. Keywords: virtual reality, smartphone, social marketing, safety advertisement, teen behavior intention, teen collisions, public education, AT&T "It Can Wait".

ISBN: 9798641841014Subjects--Topical Terms:

2144801
Public health education.
Subjects--Index Terms:

AT&T

An Evaluation of Social Marketing Delivery Modes Aimed at Teen Smartphone Use while Driving Behavior: An Application of the Theory of Planned Behavior.
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