Evaluation of Female Driver Responses
to Impaired Driving Messages
Final Report -- December 2000

II. Purpose of the Focus Groups

The focus groups were designed to answer three related questions dealing with young females and their perceptions of anti-DWI messages.

1. Should anti-DWI messages be targeted differently for female drivers than male drivers?
2. Which type of approach (media and venue) is best for targeting female drivers?
3. How do females respond to different persuasive techniques (e.g. informational, authoritative, emotional)?

Back -- Table of Contents -- Forward