The role of death-related advertisements in cell phone use while driving.

Approximately 25% of accidents in the United States are caused by texting while driving, prompting the creation of several media campaigns to reduce such risky behavior. The current research examined whether death-related advertisements increase cell phone use while driving. Studies 1-3 found that individuals engaged in greater distracted driving in the presence of a mortality-themed texting advertisement. Study 2 demonstrated that participants were more likely to text on their cell phone using a driving simulator, leading to more swerving and collisions after viewing a death-related (vs. neutral) poster. Finally, using eye-tracking, Study 3 showed that participants who viewed a death advertisement looked away from the road and texted more as compared to persons in the control condition. Implications and future directions are discussed. [ABSTRACT FROM AUTHOR]