TABLE OF CONTENTS
Technical Report Documentation Page
EXECUTIVE SUMMARY
INTRODUCTION
SUMMARY OF LITERATURE REVIEW
PANEL MEETING LOGISTICS
ABOUT THIS REPORT
RELEVANT RISK COMMUNICATION ISSUES
Audience research is critical
Risk perceptions matter, but changing risk perceptions is not enough
People do not always know why they do what they do
Depersonalization of risk (society versus individual)
Cognitive skills allow people to downplay risks
Framing matters
Risks should not be exaggerated
Our society engenders “risk fatigue”
It is hard to reach the remaining nonwearers
RISK COMMUNICATION ISSUES SPECIFIC TO SAFETY BELTS
Pleasure, control, and freedom
The meaning of a safety belt
Driving is familiar and promotes a feeling of safety
Automobile behaviors are tied to scripts and to start-up routines
Situational belt use creates unique patterns of behavior
GENERAL RECOMMENDED APPROACHES
Don’t tell people what to do
Customize messages for the target audience
Reframing control
Reframing reasons for wearing belts
Make safety belts serve a different purpose
Reframing perceptions of who wears a belt
Positive reinforcements
Direct influence and changing norms
Increased cognition
Use of images
Find and capitalize on moments where change can occur
Design cars to promote belt use
Don’t abandon enforcement efforts
RECOMMENDATIONS SPECIFICALLY RELATED TO UNCONSCIOUS DEFENSES
Overcoming repression
Overcoming denial
Overcoming rationalization
Overcoming fatalism
FOLLOW-UP RESEARCH RECOMMENDATIONS
SUMMARY AND CONCLUSIONS
Table 1: Suggestions for Overcoming Defense Mechanisms Related to Belt Use
APPENDIX A: Expert Panelists and their Affiliations
APPENDIX B: Meeting Agenda
APPENDIX C: Literature Review
Citations
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