Citation

Elman D, Kelebrew TJ. J. Appl. Soc. Psychol. 1978; 8(1): 72-83.

Copyright

(Copyright © 1978, John Wiley and Sons)

DOI

10.1111/j.1559-1816.1978.tb00766.x

PMID

unavailable

Abstract

Because previously-attempted methods of increasing automobile seat belt usage have proven to be either ineffective or unworkable, a series of field experiments was carried out to test a technique of behavior influence utilizing a modest, positive incentive. In three separate studies, seat belt use of 4,745 drivers was observed as they drove out of a parking lot, after receiving one of several safety reminder leaflets. Some versions of the leaflet offered a gift certificate to a certain proportion of drivers who wore seat belts; other versions offered no incentive. The results showed that an incentive, regardless of the probability of payoff, raised belt use from about 15% to nearly 40%. Implications for future research and applications are discussed.