Behavioral Activation and Inhibition as Moderators of the Relationship Between Music Video-Viewing and Joyriding Attitudes

Recently, a growing number of studies have shown a relationship between exposure to risk-glorifying media and risky driving perceptions, attitudes, and behaviors. The present study contributes to this line of research by examining emerging adults' behavioral approach system (BAS) and behavioral inhibition system (BIS) as moderators of the relationship between music video-viewing and joyriding attitudes. A cross-sectional survey among a sample of 539 emerging adults (ages 18-24) was conducted to examine the relationships between these constructs. Advanced moderation analyses indicated that, after controlling for sensation-seeking, physical aggression, gender, BIS, and BAS, the relationship between music video-viewing and joyriding attitudes only existed for respondents with a low BIS profile. Thus, low sensitivity to punishment functioned as a condition for the relationship between music video-viewing and joyriding attitudes. Furthermore, the results provided initial evidence for the hypothesis that the relationship between sensation-seeking and joyriding attitudes is explained by respondents' BAS scores. Accordingly, it seems advisable to include BIS and BAS in future media research. The present study also has important implications for the construction and planning of prevention campaigns, which are extensively discussed.