Do Not Text and Drive: The Impact of Creativity on Message Effectiveness and the Role of Discrete Emotions on Creativity

摘要

Texting and driving is an important social problem that has been the focus of CSR efforts from a variety of brands and institutions, including automobile brands, cellular service providers, police departments, and governmental organizations such as the NHTSA. Such organizations have spent millions of dollars to change the attitude and behavior of drivers due to the large number of accidents and deaths arising from this behavior. Every year at least 23% of car accidents involve using cell phones and texting, resulting in up to 1.3 million accidents each year (NSC 2011) and leading to more deaths than even drinking and driving (Andrews 2013).