THSO Continues Funding of Distracted Driving Grant

Comparative analysis of reduced distracted driving among Shelby County adolescents

The Tennessee Highway Safety Office (THSO) has formally agreed to continue funding for the grant titled “Comparative Analysis of Reduced Distracted Driving Among Shelby County Adolescents from 2023 to 2024.”

Last year, the Tennessee Highway Safety Office provided $77K; this year they are providing $168K in funding. The research team includes Dr. Subhash Jha (PI), associate professor, Dr. Susana (Susy) Jaramillo (CoPI), assistant professor, and Casey Waldsmith, PhD student, all in the Department of Marketing & Supply Chain Management. The objective of the grant is to understand the impact of message framing on young drivers' attitudes and behaviors. Through advanced eye-tracking technology, they hope to gain valuable insights into the perceptions of distracted driving in Shelby County and the effect of distracted driving advertisements among young drivers. Ultimately, the goal is to reduce distracted driving behavior in the area and make a meaningful contribution to the field of motivation and persuasion. Additionally, their findings will inform public policy and provide important insights for future research.  

For more information on this initiative, contact Jha at sjha1@memphis.edu.