The Devil is in the Details: Exploring the Impact of Risk Behavior Detail (RBD) in Health Messages Targeting Cannabis-Impaired Driving

This study investigates how risk behavior detail (RBD) in health messages affects intentions to drive under the influence of cannabis (DUIC). Based on research on cue reactivity and observational learning, we test whether messages with detailed information about risky behaviors related to DUIC may inadvertently teach high-risk audiences these behaviors, thereby increasing their likelihood of engaging in DUIC. An online experiment surveyed 686 adult drivers, ages 18 to 50, who use cannabis. Participants viewed messages with varying levels of detail about behaviors that may reduce the risk of adverse outcomes of DUIC (High vs. Low RBD), or a control video. Exposure to High-RBD messages was associated with increased DUIC intentions and behaviors, mediated by perceptions that the behaviors would be effective at reducing risk (response efficacy), and self-efficacy to perform these behaviors, both immediately and at two-weeks follow-up. Implications for theory, and for effective and responsible message design are discussed.