The influence of fear arousal and perceived efficacy on the acceptance and rejection of road safety advertising messages
Tay, Richard S., Watson, Barry C., Radbourne, Olivia, & De Young, Ben (2001) The influence of fear arousal and perceived efficacy on the acceptance and rejection of road safety advertising messages. In 2001: Road Safety Research, Policing and Education Conference (Regain the Momentum), 19-20 November 2001, Melbourne.
This paper examines the effects of fear arousal and perceived efficacy on the acceptance and rejection of road safety advertising messages that are typical in Australia and New Zealand. Our results suggest that the level of fear arousal could be lowered without a significant effect on the message acceptance rates but could result in a lower rate of message rejection. Our results also suggest that the inclusion of explicit coping strategies in the road safety messages has a significant positive effect on message acceptance. It is recognised that road safety campaigns often utilise a combination of advertisements featuring varying levels of threat and efficacy. Hence, we recommend that current campaigns be reviewed to assess the expected amount of fear aroused and to ensure that a variety of coping behaviours or strategies are explicitly incorporated into the advertisements.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Keywords:||Road Safety, Fatigue, Advertising, Fear, Response Efficacy, Self Efficacy, CARRS, Q|
|Subjects:||Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Psychology not elsewhere classified (170199)|
|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
|Copyright Owner:||Copyright 2001 (please consult author)|
|Deposited On:||06 Oct 2005 00:00|
|Last Modified:||09 Jun 2010 12:26|
Repository Staff Only: item control page