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Abstract
This article generalizes the results of a qualitative study, which suggested that localization of consequences in PSAs may have a impact on reducing the incidence of drunk driving among college students. The results of the current study suggest that this implication may be true. The results also suggest that frequency of binge drinking, gender, and age are factors that influence perceptions of drunk driving risk, and that PSAs need to take these factors into account in order to be effective.