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Investigating the Decision-Making Processes That Contribute to Alcohol-Impaired Driving
AuthorRenqvist, Jenna Grace
AdvisorDuckworth, Melanie P.
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The purpose of this study was to test the relative efficacy of theoretically- and empirically-based rational and emotional online video advertisements at decreasing alcohol impaired (AI) driving intent and willingness and to determine the contributions of rational and emotional decision-making factors to AI driving intent and willingness within a college sample. It was hypothesized that: 1) participants in the advertisement conditions would report significantly lower AI driving intent and willingness post-advertisement than the participants in the no advertisement condition; 2) participants in the emotional advertisement condition would report significantly lower AI driving intent and willingness post-advertisement than participants in the rational advertisement condition; and 3) rational and emotional decision-making factors would predict an independent and unique portion of the variance in AI driving intent and willingness. Unexpectedly, rational and emotional advertisement conditions did not significantly differ on AI driving intent or willingness post-advertisement. However, significant interaction effects of advertisement condition by AI driving intent and advertisement condition by AI driving willingness over time were revealed, with planned contrasts indicating pre- to post-advertisement AI driving intent and willingness decreased in the advertisement conditions and increased in the no advertisement condition. Findings indicated that 27% to 36% of the variance in AI driving intent and willingness was accounted for by rational and emotional decision-making factors alone. Findings establish the efficacy of rational and emotional advertisements at influencing AI driving intent and willingness and support the independent contribution of these factors to AI driving intent and willingness within the college population.