Drinking and Driving

2157 Words Feb 17th, 2015 9 Pages
Individual Assignment 1
Meagan Groff
0771029
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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Method Two groups, one group for academic setting and one for the relaxed setting of 10 university students will be used in this 2 by 2 design. The students will be offered a credit within one of their third year marketing courses, while ensuring they are legal drinking age to participate within this study. There will be two sets of this type of study, one for a negative drinking and driving advertisement and another for a positive drinking and driving advertisement (see appendices 1 and 2). The four different groups will be taken to the setting, where a negative or positive advertisement will be shown. Then, the students will be asked to causally consume 1 to 2 alcoholic beverages with the advertisements still in sight within the setting. The students will then be asked a few questions regarding if they decide to drink and proceed to drive home or find a safer alternative to make it home.
Procedure
The first group will be tested for the effectiveness of a positive advertisement within an academic setting. The advertisement, shown in Appendix A, will be placed around the university setting where the participants will be asked to meet the researchers. The researchers will ask the students to walk around and read the many different positive advertisements while consuming one to two provided alcoholic beverages. The advertisements placed within this setting are priming the students about drinking and driving. After an hour within this

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