Seat Belt Users: An Analysis of Who They Are and Why

Surveys conducted by du Pont reveal the motivational factors involved in seat belt usage. Results of questions put to du Pont employees and others reveal that pressure generated within small groups, for example, fellow workers, is needed to make seat belt usage psychologically acceptable. Therefore, promotional and education campaigns directed toward the individual as a member of a large group (his community) are not effective. Overall seat usage levels will be increased only by the piecemeal method of reaching one small group and then another, until all drivers are touched.