What do we really know about designing and evaluating road safety advertising ? : current knowledge and future challenges.

Author(s)
Lewis, I. Watson, B. & White, K.M.
Year
Abstract

This paper provides much needed consolidation of the available evidence in relation to the design and evaluation of road safety advertising messages. Drawing upon current knowledge, the paper identifies some key challenges for improving both the persuasiveness of messages and the methods utilised to assess their effectiveness. The paper identifies some key message-related and individual difference factors, such as response efficacy, emotion, gender and involvement, which theoretical and empirical evidence has shown to be key determinants of message persuasiveness. In relation to message evaluation, the paper focuses upon research relating to the direct, persuasive role of advertising as opposed to evaluations of the combined effects of advertising and enforcement. The paper reviews methodological limitations of previous studies and gaps in existing knowledge that together limit the ability to draw accurate and comprehensive conclusions regarding message effectiveness. (a) For the covering entry of this conference, please see ITRD abstract no. E218699.

Publication

Library number
C 50777 (In: C 50708 [electronic version only] /83 / ITRD E218716)
Source

In: Road safety 2009 : [proceedings of the] Australasian Road Safety Research Policing Education Conference, Sydney, New South Wales, Australia, 10-12 November 2009, Pp.

Publication (link)

Our collection

This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.