Exploring the Effects of a Road Safety Advertising Campaign on the Perceptions and Intentions of the Target and Nontarget Audiences to Drink and Drive
Description
This commentary explores the efficacy of a road safety advertising campaign in changing drivers' perceptions and intentions to drink and drive. Using data collected via a survey on a sample of students at Lincoln University in New Zealand in October 1999, this study found that the campaign appeared to be successful in increasing the perceived apprehension and crash risks associated with drunk driving and decreasing the intentions of the drivers to drink and drive. However, contrary to expectation, the campaign did not elicit a stronger change in the target audience relative to the nontarget audience. There was partial evidence to support the publicity campaign, but some refinements could be made to increase its efficacy among the target audience. In particular, the level of fear arousal should be moderated and the audience should be provided with effective and viable coping strategies to address the threat associated with drunk driving.
Impact and interest:
Citation counts are sourced monthly from Scopus and Web of Science® 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 the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
ID Code: | 7055 |
---|---|
Item Type: | Contribution to Journal (Journal Article) |
Refereed: | Yes |
Measurements or Duration: | 6 pages |
DOI: | 10.1080/15389580213651 |
ISSN: | 1538-9588 |
Pure ID: | 34058026 |
Divisions: | Past > QUT Faculties & Divisions > Faculty of Health Current > Research Centres > CARRS-Q Centre for Future Mobility |
Copyright Owner: | Consult author(s) regarding copyright matters |
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au |
Deposited On: | 20 Apr 2007 00:00 |
Last Modified: | 28 Mar 2024 11:30 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page