An exploratory examination of distracted driving as consumption

This exploratory inquiry expands upon recent mass media accounts of the nature and consequences of distracted driving behavior (DDB) by examining the phenomenon from a heretofore lacking consumption perspective. Observational and interview data collectively suggest that DDB is a complex, multi-faceted area of consumption behavior that cannot be meaningfully understood nor regulated without consideration of the consumption-related motivations which lead to its occurrence. Data also suggest, more specifically, that limited consumer choice may play a major role in the decision to engage in DDB. Implications for public policy and future research are addressed.