"We found that texting drivers were more likely to engage in other risky driving behaviors, to perceive that texting and driving is less risky than it is, and to feel more immune to traffic risks in general," said Dr. Beck. "Their friends were also more likely to text and drive." Even after accounting for a variety of risky driving behaviors (e.g., speeding, driving aggressively, etc.) and the perceived risks of getting a ticket or being involved in a collision, texting drivers were significantly more likely to text if they saw someone close to them text and drive.

"Our findings support the need for traffic safety campaigns to address important social influences on risky behavior," said Dr. Beck. "Previous campaigns have successfully utilized this approach in the area of drinking and driving prevention with the now familiar slogan 'Friends Don't Let Friends Drink and Drive.' Perhaps it is time we adapted this to 'Friends Don't Let Friends Text and Drive.'"