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Texting is ubiquitous; the International Association for the Wireless Telecommunications Industry reported that 4.1 billion text messages were sent per day in the first half of 2009. In isolation, texting does not injure individuals; however, when combined with driving, lives have changed for the worse. The National Safety Council estimates that 1.6 million crashes per year can be attributed to distracted drivers either talking on cell phones or texting while driving and nearly 28 percent of all crashes in the United States can be ascribed to these behaviors. An increasing number of texting while driving fear appeal campaigns are being utilized in the media. Therefore, the purpose of this research was to create and test theoretically-based messages aimed at discouraging texting while driving. Formative research along with the Extended Parallel Process Model was used for guidance in the creation of the fear appeal messages. No low threat message was used for the main study after repeated message validations failed. For the study, three high threat messages varied only by a single paragraph which targeted beliefs about benefits, mastery, and ubiquity of texting while driving. 155 undergraduates at Texas A & M University completed a pretest, read the high threat message, and answered a posttest. Need for cognition and sensation seeking tendencies were measured in order to understand the effects such personality traits have on message perceptions. Five major outcomes were revealed even though numerous hypotheses were unsupported. There was a significant interaction between perceived threat and sensation seeking tendencies on message realism. There was a significant interaction between perceived threat and need for cognition on message realism. There was a significant interaction between perceived threat and need for cognition on message accuracy. There was a significant interaction between perceived threat and need for cognition on attitudes. There was a significant positive correlation between perceived threat and perceived message sensation value. This project provides support that sensation seeking tendencies and need for cognition do interacted with perceived threat on perceptions of message effectiveness and that perceived message sensation value was positively related to perceived threat. Results also revealed the prevalence of texting while driving behavior and relationships between personality traits and texting while driving. Sensation seeking tendencies were positively correlated with initiating text messages while driving. Need for cognition was negatively correlated with reading and replying to text messages while driving.

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Texting while driving is a growing problem that has serious, and sometimes fatal, consequences. Despite laws enacted to curb this behavior, the problem continues to grow. Discovering factors that can reduce such risky behavior can significantly contribute to research, as well as save lives and reduce property damage. This study developed a model to explore the motivations that cause a driver to send messages. The model evaluates the effects that boredom, social relationships, social anxiety, and social gratification (BRAG) have upon a driver’s frequency of typing text messages. In addition, the perceived severity of the consequences and the presence of a passenger were also be evaluated for any moderating effects on a driver’s texting. Furthermore, a set of hypotheses based on the BRAG model were presented. To investigate these hypotheses, a survey instrument was developed and data was collected from 297 respondents at a mid-sized regional university in the Pacific North west of the United States. Prior to the distribution of the survey, an expert panel and a pilot study were used to ensure the reliability of the instrument. Partial least squares structured equation modeling (PLS-SEM) was used to evaluate the predictive validity of the BRAG model. This evaluation included an assessment of the reflective measures, as well as a detailed analysis of the structural model. Additionally, knowledge visualization techniques were used to emphasize the significance of the findings. The results of this analysis showed that the social gratification one receives from maintaining their social relationships is a significant predictor of texting while driving. Additionally, the results showed that drivers continued to text, regardless of the consequences. However, boredom and social anxiety were not significant predictors of texting while driving. This study makes important contributions to the information systems body of knowledge and has implications for state and local lawmakers, in addition to public health officials. Prior research has shown that bored or anxious individuals use texting to relieve those feelings of discomfort. However, this study did not extend those findings to drivers. As this study found that laws banning texting while driving do not deter this behavior, public health officials and lawmakers should investigate other means of deterring texting while driving, given the significant impact it has on the increase of fatal car accidents in recent years.

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