The influence of fear arousal and perceived efficacy on the acceptance and rejection of road safety advertising messages

Tay, Richard S. and Watson, Barry C. and Radbourne, Olivia and 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.

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Abstract

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.

ID Code:	1839
Item Type:	Conference Paper
Additional URLs:	http://www.monash.edu.au/cmo/roadsafety/...
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:	Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q) Institutes > Institute of Health and Biomedical Innovation QUT Faculties and Divisions > Faculty of Health
Copyright Owner:	Copyright 2001 (please consult author)
Deposited On:	06 Oct 2005
Last Modified:	23 Jan 2009 02:14

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