A Conditional Process Model to Examine the Association Between Risky Driving Television and Joyriding Intentions

• In Event: Motivation

Abstract

This cross-sectional study (N=539) of aimed to examine a conditional process model for the relationship between young adults’ (aged 18 to 24 year) viewing of risky driving television programs (e.g. Top Gear) and joyriding intentions. In particular, a moderated multiple mediator model was developed to examine the processes through which television viewing and joyriding are related and to examine the conditions under which this relationship occurs.
In line with the hypotheses, attitudes and injunctive norms simultaneously mediated the relationship between exposure to risky driving on television and respondents’ joyriding intentions. These pathways were only significant for men.
The results indicate that scholars examining young drivers’ risk-taking should take the interplay between gender, media use, social norms and attitudes into account. For prevention campaign design, the results suggest that messages should be tailored to address both norms and attitudes of young males watching risky driving television shows.

Authors

• Kathleen Beullens, U of Leuven - School for Mass Communication Research

• Lennert Coenen, U of Leuven - School for Mass Communication Research