Changing drivers' intentions and behaviours using fear-based driver fatigue advertisements

Tay, Richard S. & Watson, Barry C. (2002) Changing drivers' intentions and behaviours using fear-based driver fatigue advertisements. Health Marketing Quarterly, 19(4), pp. 55-68.


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 advertisements has a significant positive effect on message acceptance.

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41 citations in Scopus
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ID Code: 2173
Item Type: Journal Article
Refereed: Yes
Additional Information: For more information, please refer to the journal's website (see link) or contact the author. Author contact details: Author contact details:
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Keywords: Publicity campaigns, fear arousal, efficacy, driver fatigue, road safety
ISSN: 1545-0864
Subjects: Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000)
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 2002 Haworth Press
Deposited On: 07 Oct 2005 00:00
Last Modified: 21 Apr 2010 16:37

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