Young drivers' perceptions of road safety messages and a high performance vehicle advertisement : a qualitative exploration

Kaye, Sherrie-Anne, White, Melanie J., & Lewis, Ioni M. (2015) Young drivers' perceptions of road safety messages and a high performance vehicle advertisement : a qualitative exploration. Journal of the Australasian College of Road Safety, 26(1), pp. 14-25.

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Abstract

While road safety messages that focus on physical threats have shown some effectiveness, messages that include social threats and gains/rewards may be an alternative approach to encourage safer driving behaviours. In addition to message frame and type, motor vehicle advertising exposure may also influence the persuasiveness of road safety messages. Using qualitative methods this preliminary study explored young drivers’ (N = 17, 11 males) perceptions of the persuasiveness of four anti-speeding messages and a fictional high performance vehicle advertisement. The majority of males perceived the social loss/gain-framed messages to be more persuasive (sense of responsibility and personal relevance themes), whereas females tended to perceive the physical loss/ gain-frame messages (social esteem theme) to be more persuasive. Males appeared to be, while females appeared not to be, persuaded by the vehicle advertisement. The findings suggest that a range of road safety messages may be required to reach and influence young drivers.

Impact and interest:

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ID Code: 82327
Item Type: Journal Article
Refereed: Yes
Keywords: Message design, Motor vehicle advertising, Persuasion, Road safety advertising, Speeding behaviour, Young drivers
ISSN: 1832-9497
Subjects: Australian and New Zealand Standard Research Classification
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
Deposited On: 09 Mar 2015 03:53
Last Modified: 10 Mar 2015 03:35

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