PCCA Journal|4
th
Quarter 2014
27
that makes us feel happy,” Greenfield
said. “If that desire for a dopamine fix
leads us to check our phones while
we’re driving, a simple text can turn
deadly.”
The study, fielded as part of the Tex-
ting & Driving...It Can Wait campaign,
was released as AT&T focuses on helping
people find ways to resist the urge to
text and drive at a potentially deadly
moment of temptation.
s
The AT&T DriveMode app for iPhone
is now available on the App Store,
making it the first free no-texting-
while-driving application offered by a
major U.S. wireless carrier that works
on the iPhone. The app is easy to
use. It silences incoming text message
alerts, turns on automatically when
one drives 15 MPH or more, and turns
off shortly after one stops. When
activated, it automatically responds to
incoming SMS and MMS text messages
so the sender knows the text recipient
is driving. It also allows parents with
young drivers to receive a text mes-
sage if the app is turned off.
s
The It Can Wait campaign is working
with celebrities to help drive adop-
tion of a new social shorthand, “#X.”
You can use it in social media, text, or
email to signal to others that you’re
pausing the conversation before you
drive and that you’ll get back to them
when you arrive safely at your desti-
nation.
The survey included some startling
revelations about how our attachment
to our mobile phones can lead us to use
them when we’re driving—even when
we know we shouldn’t.
While over 90 percent say they know
texting and driving is dangerous, many
rationalize their texting-and-driving
behavior—a classic sign of addiction,
according to Greenfield. Nearly three-in-
ten said they can easily do several things
at once, even while driving. “However,
many objective studies show that’s not
possible,” Greenfield said.
According to the research, those who
are most likely to text and drive are also
the most likely to take steps to stop. And
82 percent of people who take action to
stop texting and driving feel good about
themselves.
Continued on page 28
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