The effectiveness of threat-only messages versus threat-and-efficacy messages in anti-speeding advertisements.

Author(s)
Thornton, J. & Rossiter, J.R.
Year
Abstract

In this study, the authors compare the effectiveness of threat-only TV commercials with the same commercials to which an efficacy recommendation to reduce driving speed has been added. An advertising experiment was undertaken to test four pairs of anti-speeding TV advertisements, and a control TV advertisement unrelated to road safety. Each pair of anti-speeding TV advertisements consisted of a high threat/low efficacy version and a high threat/high efficacy version. The results of the advertising experiment indicated that the high threat/high efficacy ads produced lower (better) AVST10 speed scores than high threat/low efficacy messages. The largest effect of these high threat/high efficacy messages in reducing speed is for the high-risk road user group of young male speeders. However, for the total sample, this result was obtained only directionally and was not statistically significant. (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E211985.

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Publication

Library number
C 34794 (In: C 34762 [electronic version only]) /72 /83 /82 / ITRD E212017
Source

In: Proceedings of the 2004 Road Safety Research, Policing and Education Conference, Perth, Western Australia, 14-16 November 2004, Volume 1 [Print] 12 p., 16 ref.

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