“It's one of those things where it's like, I shouldn't do it, but I still do”: An application of cognitive dissonance theory to phone use while driving

Drivers frequently engage in phone use yet commonly report that this behaviour is unacceptable. Cognitive dissonance theory has the potential to explain the cognitive processes that take place when an individual decides to use their phone while driving. As such, this study took an exploratory approach to understand if drivers experience cognitive dissonance when using their hand-held and/or hands-free phone while driving, and if so, what strategies they use to reduce that dissonance. Interviews were conducted with 33 drivers who reported using their phone while driving (M age = 42.55 years, SD = 16.02, 58% male) and thematic analysis was used to analyse the data. Themes included: 1) Cognitive dissonance experienced for hand-held phone use while driving, 2) Cognitive dissonance reduction strategies for hand-held phone use while driving, 3) Cognitive dissonance for hands-free phone use while driving, and 4) Cognitive dissonance reduction strategies for hands-free phone use while driving. The findings highlight cognitive dissonance was prevalent for both hand-held and hands-free phone use, but this was much more apparent for hand-held phone use, with many drivers reporting inconsistencies in behaviour and beliefs, as well as guilt associated with the behaviour. A range of strategies were used to minimise discomfort associated with the dissonance, with many reporting fewer cognitions related to safety risks of the behaviour and more cognitions related to benefits of the behaviour or that their situation was safe. These findings have numerous implications for future research, as well as practical implications. For instance, campaigns that aim to reduce phone use while driving should consider dissonance reduction strategies in order to be effective.