Abstract:
Many marketing communication strategies focus on the physical consequences of accidents to
change young and inexperienced drivers’ management of risk and to curb their
overrepresentation in fatalities. To assess this approach, we consider a framework of risk with
two elements (uncertainty and consequences). We argue that drivers are uncertain about
accidents occurring, and that young inexperienced drivers inappropriately cognitively manage
this uncertainty by distorting their views on self-risk relative to drivers whom are more
experienced or in their own peer group. We present evidence supporting this. We also
consider, and find evidence to support the view, that young less experienced drivers are
primarily concerned with physical consequences of risky driving behaviour relative to other
consequences. It is concluded that the message has “gotten through” to such drivers about this
consequence as a result of existing campaigns. Future research should now examine whether a
change in theme may bring about further reductions in vehicle accidents among these drivers.
