Buckle Up: Promoting Seatbelt Usage Through Behavioral Science
This article is part of a thought leadership series by the Ipsos Auto sector expert group. This team of experts in the automotive sector join forces to share their unique perspectives and insights about the latest trends, innovations, and happenings in the auto industry. The intent is to keep our clients informed and up-to-date through the lens of research.
This article outlines behavioural science principles that can be used to increase seatbelt usage in India, where it is legally mandated but not culturally ingrained.
The POV suggests using a framework called MAPPS, which stands for Motivation, Ability, Processing, Physical, and Social. For each pillar, this article suggests how car manufacturers can subtly encourage seatbelt use. For example, they suggest partnering with celebrities on ad campaigns for Motivation, ensuring seatbelts are comfortable and easy to use for Ability, and installing automatic seatbelts that engage when the car starts for Physical.
It concludes by urging the Indian automotive industry to take the lead in promoting a culture of safety.
