Drinking and Driving
Individual Assignment 1
MCS 3600: CIP
Feb. 25, 2015
Introduction This experimental study is being done to better understand the effectiveness of anti-drinking and driving advertisements on university-aged students. “Motor vehicle crashes are the leading cause of death among 16 to 25 year olds, and alcohol and/or drugs are a factor in 55% of those crashes” (Madd, 2013). Increasing the effectiveness of anti-drinking and driving advertisements could be a solution to this critically high mortality rate in young people. The main purpose of this study is to better understand the effect of positive and negative anti-drinking and driving advertisements within different settings and different amounts of times.
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This structure will also be used to test the effectiveness of a negative advertisement, shown in Appendix B, within an academic setting using 10 different students. The next group will be tested for the effectiveness of a positive advertisement within a relaxed setting. An ideal location for this test would be a local pub or bar within range from the university. This advertisement, shown in Appendix A, will be placed around the relaxed setting where participants will be asked to meet with the researchers. From there, the researchers will ask the students to look at these advertisements while casually enjoying one to two, provided alcoholic beverages. These positive advertisements are priming the students about drinking and driving. After an hour within this setting, this set of students will also be asked individually whether or not they would likely continue drinking and drive home or find a different alternative such a taxi, bus or sober friend to drive them home. This structure of test will also be used when testing a negative drinking and driving advertisement within the relaxed setting using ten different students. Study 1 will also feature a control group where no advertisements will be shown but they are asked to do the same process of casually enjoying 1-2 drinks and then answering the final question.
The control over the placement of a message helps to ensure that the intended audience, in this case university-aged