Changing drivers' intentions and behaviours using fear-based driver fatigue advertisements
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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|Item Type:||Journal Article|
|Additional Information:||For more information, please refer to the journal's website (see link) or contact the author. Author contact details: Author contact details: email@example.com|
|Keywords:||Publicity campaigns, fear arousal, efficacy, driver fatigue, road safety|
|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|
|Last Modified:||22 Apr 2010 02:37|
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