Clemson University reports texting research

Research at Clemson University finds that advertisements touting the dangers of texting while driving are more convincing when they target an individual as a potential victim. Christopher Hopkins, associate professor of marketing in Clemson’s business school, said the research he conducted with two associates examined the type of ad sponsor and the victim context in an advertisement’s message.  Hopkins was joined in the research by Karen Hood of Eastern Kentucky University, and Christine Kowalczyk of East Carolina University. The Census Bureau estimates there are more than 200 million licensed drivers in the U-S.  Research shows that at any given moment, about 660,000 of them are using their cell phones or manipulating their electronic devices while driving.  Experts have found that the average text takes a person’s eyes off the road for 23 seconds.  Though many iPhone users believe Apple’s audio personal assistant, Siri, alleviates the dangers of texting behind the wheel, Hopkins says it may lessen the problem but doesn’t eliminate it.