DEVELOPMENT OF PERCEPTION OF RISK APPROACHES DESIGNED TO INCREASE SAFETY BELT USAGE

The study was done to develop three messages designed to increase safety belt usage. Based on a previous study (Schwalm and Slovic, 1982), twelve written messages that were designed to encourage seat belt use (via different perception of risk themes) were developed and presented to subjects. These messages were evaluated by the subjects and questionnaire responses were obtained. Analyses of the questionnaire data formed the basis for selecting six messages, which were developed further into six animatic equivalent TV spots. These spots were then tested by a well-known market research firm on over 2,000 subjects. Behavioral and attitude data were collected and analyzed, and formed the basis for the development, production and delivery of three 30-second broadcast quality master TV spots for further field testing and use in an upcoming safety belt campaign.