Focused in road safety campaigns, this study aims to analyse the attitude of the Portuguese drivers towards these campaigns, particularly in relation to different creative dimensions. In addition, based on this attitude, this research aims to propose a segmentation of Portuguese drivers according to their attitude towards these campaigns. In terms of methodology we developed a conceptual model involving creative dimensions of these campaigns. Subsequently a questionnaire was administered to a sample of 305 Portuguese drivers, where it was intended to assess the influence of each dimension to the driving behaviour. Based on the results we come up with some contributions to the validation of the model and also to identify three distinct groups of drivers in terms of attitude to communication campaigns: “Indifferent”, “Influenced”, and “Interested.” As main results, we found that these road safety campaigns are not consensual, and that there are drivers who reject this type of campaigns and others who identify themselves as being strongly influenced by them. It was also found that the structure of messages based in dramatic tones and fear appeals could lead to an increase in its persuasive potential. (Author/publisher)
Abstract