Mortality salience effects on reckless driving intentions in a motorcyclist sample: The moderating role of group riding

Campaigns against reckless driving often mention the risk of dying. Research on terror management theory indicates that death claims may backfire and foster reckless driving. Here, we studied such mortality salience effects in a motorcyclist sample. Two moderating variables, particularly interesting regarding the sample of motorcyclists, were considered: group riding (vs. riding alone) and driving‐related self‐esteem. Motorcyclists were exposed to a campaign, either highlighting mortality or not. Orthogonally, cyclists were primed with riding in a group (vs. riding alone). Driving‐related self‐esteem was assessed via a questionnaire. We predicted that reminders of riding in a group would buffer against ironic mortality effects. Supporting this hypothesis, mortality salience effects interacted with the group prime. The results indicate that death appeals are likely to backfire with cyclists riding alone rather than cyclists riding in a group, especially if motorcycling is relevant to the self.