Friday, 15 May 2015

Rule #237: Pinball drivers

Weaving in and out of traffic. Cutting people off. Speeding. Basically, endangering everyone's lives around them. For what? Like, what's the rush man? Is it that important to get to the next set of lights before the guy beside you?

Research now shows ways to reduce the intentions of people to binge drink or engage in dangerous driving. A key article by Martin, Lee, Weeks and Kaya (2013) suggests that understanding consumer personality and how people view others is important. People were shown ads talking of the harmful effects of binge drinking. People who valued close friends as a sense of who they are were less likely to want to binge drink after seeing an ad featuring them and a close friend. People who were loners or who did not see close friends important to their sense of who they were reacted better to ads featuring an individual. A similar pattern was shown for ads showing a person driving at dangerous speeds. This suggests ads showing potential harm to citizens from binge drinking or dangerous driving are less effective than ads highlighting a person’s close friends.

Basically, what I get from this is people who drive dangerously are loners and nobody likes them. This kinda makes sense. Generally, fast, powerful muscle cars are seen as a means of compensating for something. Usually a petite appendage. But maybe it's something deeper. 

In the new world, pinball drivers will have to take a safe driving course instructed by Dr. Phillip Buttersworth III.
Dr. Phillip Buttersworth III

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