Young drivers' responses to anti-speeding advertisements: Comparison of self-report and objective measures of persuasive processing and outcomes

Kaye, Sherrie-Anne; Lewis, Ioni; Algie, Jennifer; White, Melanie J.

doi:10.1080/15389588.2015.1084419

Cited by 18 publications

(11 citation statements)

References 24 publications

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“…Pearson’s correlation analyses were conducted across all groups together, and within each group individually. Results of the individual group analyses indicated that there were no statistically significant correlations between the one-item self-report fear measure and any of the physiological measures, for any of the threat appeal groups, during the impact point, contrary to findings of previous research [ 50 ].…”

Section: Identifying a Fear-arousing Threat Appeal Messagecontrasting

confidence: 99%

Threat appeals in health communication: messages that elicit fear and enhance perceived efficacy positively impact on young male drivers

Carey

Sarma

2016

BMC Public Health

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BackgroundHealth communications often present graphic, threat-based representations of the potential consequences of health-risk behaviours. These ‘threat appeals’ feature prominently in public health campaigns, but their use is controversial, with studies investigating their efficacy reporting inconsistent, and often negative, findings. This research examined the impact of a threat-based road safety advertisement on the driving behaviour of young male drivers.MethodsTo address limitations of previous research, we first identified a road safety advertisement that objectively and subjectively elicited fear using physiological and subjective measures. Study 1 (n = 62) examined the effect of this advertisement, combined with a manipulation designed to increase perceived efficacy, on speed choice. Study 2 (n = 81) investigated whether a state emotion, anger, impacts on the effectiveness of the advertisement in changing four distinct driving behaviours. Both studies examined short-term effects only.ResultsStudy 1 findings indicated that a high threat message, when combined with high perceived efficacy, can lead to a decrease in speed choice. Study 2 results suggested that increased levels of state anger may counteract the potential value of combining fear-arousing threats and efficacy-building messages.ConclusionsFindings suggest that threat-based road safety communications that target affective (fear) and cognitive (perceived efficacy) mechanisms can positively affect driving behaviours. State emotions, such as anger, may negatively impact on the effectiveness of the message. Taken together, these findings provide additional support for the use of efficacy-building messages in threat-based communications, but highlight the need for further research into the complex array of affective influences on driving.Electronic supplementary materialThe online version of this article (doi:10.1186/s12889-016-3227-2) contains supplementary material, which is available to authorized users.

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Section: Identifying a Fear-arousing Threat Appeal Messagecontrasting

confidence: 99%

Threat appeals in health communication: messages that elicit fear and enhance perceived efficacy positively impact on young male drivers

Carey

Sarma

2016

BMC Public Health

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“…Hence, social advertisers remain reluctant to apply positive approaches. Fewer examples of positive appeals being applied to address social issues such as alcohol consumption [ 55 ], obesity [ 56 ], the environment [ 52 ] and safe driving behaviors [ 17 ] are evident.…”

Section: Literature Reviewmentioning

confidence: 99%

“…To eliminate such feelings, a viewer is then more likely to contribute to the solution by donating to the charity [ 58 ]. While the use of negative appeals has been found to be effective in multiple contexts, such as healthy eating [ 56 ], moderate alcohol consumption [ 55 ] and safe driving [ 17 ], certain limitations apply. Negative appeals result in developing a coping mechanism such as ignoring the message (i.e., flight) or rejecting the message (i.e., fight), reducing message effectiveness [ 30 , 31 , 59 ].…”

Section: Literature Reviewmentioning

confidence: 99%

“…Commercially, advertisers aim to increase sales by encouraging customers to purchase certain products or choose specific brands [8,14,15]. Beyond commercial application, the power of advertising is harnessed to positively change people's lives, encouraging social and health behaviors such as quitting smoking [14], encouraging healthy eating [15], preventing diseases [16], safe driving [17] and increasing charity donations [18]. Such efforts are known as social advertising, the use of promotion and communication techniques to change social behavior [19].…”

Section: Literature Reviewmentioning

confidence: 99%

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Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

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Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.

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“…Self-report surveys have been used in other studies that have applied the SatMDT (e.g., Lewis, Ho, & Lennon, 2016;Lewis, Watson, White, & Elliott, 2013;Rowland, Lewis, & White, 2014). It was beyond the scope of the program of research to employ objective data collection methods that have been used in other studies such as in vehicle devices (e.g., GPS) (Kaye, Lewis, Algie, & White, 2016), simulators (Plant, Irwin, & Chekaluk, 2009) or neurocognitive approaches . Although it is acknowledged that self-report surveys are often subject to selfreport bias and the use of self-report measures for illegal behaviours may have caused some participants to respond according to social desirability (L. Beck & Ajzen, 1991), other studies have shown that self-report measures are able to provide general correspondence with objective measures ).…”

Section: Scope Of the Program Of Researchmentioning

confidence: 99%

A Theory-Based Approach to the Development and Evaluation of Public Education Messages Aimed at Social Interactive Technology Use on Smartphones among Young Drivers

Gauld¹

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Worldwide, road trauma is the leading cause of death among young people.Young drivers aged 18 to 25 years are both more accepting of technology and more likely than any other age group to use a mobile phone while driving, particularly smartphones. Young drivers are also more likely to access the additional social interactive technologies available on smartphones, such as Facebook and email, placing them at increased risk of road trauma from driver distraction. Laws against mobile phone use while driving exist in some countries, such as Australia; however, they may not be having the same effect as the laws for other risky road user behaviours (e.g., drink-driving) as they are challenging to enforce. The development of other countermeasures such as public education messages, therefore, is critical to alert drivers of the risky nature of such activities.This program of research examined the role and effectiveness of public education messages that were developed and evaluated in accordance with the Step approach to Message Design and Testing (SatMDT). The SatMDT is a four step framework based on social psychological theory (i.e., the Theory of Planned Behaviour; the Elaboration Likelihood Model; the Extended Parallel process Model; and Social Learning Theory) and includes ongoing input from young drivers who and inform and test every step. These messages were aimed at reducing key behaviours relating to smartphone use; namely, initiating, monitoring/reading, and responding to social interactive technology among young drivers aged 17 to 25 years.There were three distinct studies in this program of research, with each study building purposefully on the results of the previous study. A mixed methods approach was utilised with some studies utilising both qualitative and quantitative v methods within separate study phases. Study 1 of the research program identified pre-existing characteristics associated with the target audience and comprised three distinct phases. Study 1A (N = 14) was a qualitative study that identified the extent and nature of young drivers' involvement in the behaviour. Study 1B (N = 26) was a qualitative study that identified underlying beliefs of the target audience regarding the target behaviours and Study 1C (N = 114) was a quantitative survey study that verified whether the beliefs elicited in Study 1B were representative of a broader population of young drivers. The analysis of Study 1C data identified three key beliefs that would be fundamental to challenge in public education messages. Specifically, they were 'believing you are a good driver would encourage'; 'slowmoving traffic would encourage'; and 'friends and peers would approve' of a young driver accessing social interactive technology on their smartphone.The main aim of Study 2 was to develop and pilot message content based on the results of Study 1 to ensure the message content conveyed the anticipated message.Guided by theoretical and empirical evidence and in accordance with the SatMDT, nine messages were developed in the ini...

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Young drivers' responses to anti-speeding advertisements: Comparison of self-report and objective measures of persuasive processing and outcomes

Cited by 18 publications

References 24 publications

Threat appeals in health communication: messages that elicit fear and enhance perceived efficacy positively impact on young male drivers

Threat appeals in health communication: messages that elicit fear and enhance perceived efficacy positively impact on young male drivers

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

A Theory-Based Approach to the Development and Evaluation of Public Education Messages Aimed at Social Interactive Technology Use on Smartphones among Young Drivers

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