Examining drivers’ distracted driving behaviour using the extended norm activation model

A driving distraction is any external or internal stimulus that diverts a driver’s attention away from the primary task of safe vehicle operation, potentially increasing the risk of accidents. Drivers often get involved in distractions such as phone calls, text messaging, interacting with in-vehicle technology, roadside advertisements, roadside accident sites, and chatting with passengers, etc. In previous research, the antecedents of distraction behaviour have primarily been investigated through the theory of planned behaviour (TPB). Refraining from distracted driving can be considered a pro-social behaviour and can be modelled using the norm activation model (NAM). Therefore, this study aimed to evaluate the potential of pro-social behaviour in explaining drivers’ distracted driving behaviour using the NAM theory. In addition to the conventional factors of the NAM model–awareness of consequences (AC), ascription of responsibility (AR), and personal norms (PN)–this study presents a novel element that examines how technology can mitigate distractions. The data was collected in Lahore city through a questionnaire survey. The results indicate that AC and AR have positive associations with PN, however, PN has also been found to have a positive association with the distraction behaviour. This study provides insights into the utilisation of the NAM theory to evaluate the potential of altruistic behaviour in preventing individuals from engaging in distracted driving.