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Predicting the acceptance and rejection of emotion-based anti-speeding messages : the role of attitudinal beliefs and personal involvement

Lewis, Ioni M., Watson, Barry C., & White, Katherine M. (2008) Predicting the acceptance and rejection of emotion-based anti-speeding messages : the role of attitudinal beliefs and personal involvement. In 2008 Australasian Road Safety Research, Policing and Education Conference, 9-12 November 2008, Adelaide, South Australia.

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Abstract

Limited evidence is available relating to the effectiveness of positive emotional appeals in road safety. Moreover, relative to measures of message acceptance, little is known about message rejection as an outcome measure of message effectiveness. The effectiveness of a range of negative and positive emotional appeals addressing speeding were examined with drivers (N = 551). Hierarchical regressions examined the extent that measures of drivers’ pre-existing attitudes and perceived involvement, as well as gender and age, predicted the acceptance and rejection of the appeals. The results indicated that measures of pre-existing attitudes and involvement were consistently significant predictors of acceptance and, to a lesser extent, rejection of all the appeals. However, these factors explained more variance in acceptance (i.e., 36.2% to 53.5%) rather than rejection (i.e., 3.7% to 10.9%). This finding highlights that, relative to measures of acceptance, less is known about the influences of message rejection. The research also highlights the importance of identifying the pre-existing attitudes and involvement levels of the intended target audience for the purpose of better targeting advertising countermeasures according to these key predictors of message effectiveness.

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ID Code: 17011
Item Type: Conference Paper
Keywords: emotional appeals, message acceptance, message rejection, pre-existing beliefs, gender, age
ISBN: 1876346566
Subjects: Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health Promotion (111712)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Copyright Owner: Copyright 2008 [please consult authors]
Deposited On: 19 Dec 2008 11:26
Last Modified: 29 Feb 2012 23:46

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