?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Factors+influencing+the+effectiveness+of+advertising+countermeasures+in+road+safety&rft.creator=Lewis%2C+Ioni+M.&rft.subject=road+safety+advertising&rft.subject=threat+appeals&rft.subject=emotional+appeals&rft.subject=message-relevant+affect&rft.subject=positive+emotion&rft.subject=response+efficacy&rft.subject=persuasion&rft.subject=driver+safety&rft.subject=gender&rft.description=The+current+program+of+research+contributes+to+the+World+Health+Organisation's+(WHO%2C+2004)+recent+call+to+pool+global+resources+in+the+attempt+to+uncover+the+most+effective+countermeasures+and+polices+for+the+prevention+of+road+trauma.+Specifically%2C+this+program+of+research+investigates+the+persuasive+outcomes+of+different+emotional+health+messages+in+an+important+applied+context%2C+road+safety.+In+this+context+the+use+of+negative%2C+fear-based+approaches+has+predominated+with+limited+use+of+more+positive-based+approaches+such+as+humorous-+or+pride-based+emotional+appeals.+The+overarching+aim+of+the+current+research+program+was+to+examine+the+effectiveness+(i.e.%2C+persuasiveness)+of+positive+and+negative+emotional+appeals+and%2C+specifically%2C+the+issue-+or+message-relevant+affect+that+such+appeals+evoke.+An+additional+aim+was+to+ascertain+the+relative+influence+and+effectiveness+of+positive+and+negative+emotional+appeals+for+specific+target+audiences.+Particular+attention+was+given+to+the+effectiveness+of+such+messages+for+males%2C+a+high+risk+road+user+group+of+particular+concern.+The+research+program+also+aimed+to+examine+the+relative+roles+and+interplay+of+emotion+and+cognition+in+determining+message+effectiveness.+The+research+focused+upon+the+cognitive+constructs+of+response+efficacy+(i.e.%2C+the+extent+to+which+a+message+incorporates+coping+strategies+and+information+as+well+as+the+extent+that+individuals'+perceive+a+message+as+incorporating+such+coping+strategies+and+information)+and+involvement+(i.e.%2C+the+extent+to+which+individuals+perceive+an+issue+or+message+as+personally+relevant+and%2For+as+being+at+risk+of+experiencing).-----+++%0D%0A%0D%0AThe+research+program+may+be+conceptualised+as+three+stages%2C+with+each+stage+comprised+of+an+empirical+study+and+one+or+more+manuscripts.+The+first+stage+of+the+research+explored+the+roles+and+effectiveness+of+negative+and+positive+emotional+appeals.+With+a+substantial+body+of+literature+available+on+the+use+of+fear+as+a+persuasive+strategy%2C+Paper+One+reviewed+the+theoretical+and+empirical+evidence+relating+to+the+function+and+effectiveness+of+such+appeals.+This+paper+highlighted+the+mixed+findings+that+have+been+reported+and+the+controversy+surrounding+the+nature+of+the+fear-persuasion+relationship.+This+paper+also+highlighted+the+importance+of+cognitive+components+of+a+message+and%2C+in+particular%2C+the+need+to+incorporate+high+levels+of+response+efficacy+and+to+be+cognisant+of+the+issue+of+threat+and+message+relevance.-----%0D%0A%0D%0APaper+Two+was+based+on+qualitative+research+derived+from+focus+groups+of+licensed+drivers+(N+%3D+16).+The+study+investigated+the+roles+and+effectiveness+of+positive+and+negative+emotional+appeals+in+road+safety+advertisements+addressing+speeding+and+drink+driving.+The+results+suggested+that+positive+and+negative+emotional+appeals+may+serve+different+functions.+Positive+emotional+appeals+were+regarded+as+a+potentially+efficacious+means+of+promoting+the+message+of+prevention+and+to+model+safe+behaviour+and+the+rewards+received+whereas+negative+emotional+appeals+were+regarded+an+important+way+to+remind+drivers+of+the+dangers+of+driving.-----+%0D%0A%0D%0A%09The+second+stage+of+the+research+program+endeavoured+to+extend+upon+the+findings+reported+in+the+first+stage+by+providing+an+empirical+comparison+of+positive%2C+humorous+appeals+and+negative%2C+fear-based+appeals+on+a+range+of+outcome+measures+and+over+time.+In+Paper+Three%2C+the+type+of+emotional+appeal+(positive%2Fhumorous%2C+negative%2Ffear)%2C+level+of+response+efficacy+(low%2C+high)%2C+level+of+involvement+(low%2C+high)%2C+and+gender+were+manipulated+in+a+2+x+2+x+2+x+2+mixed+group+design.+Licensed+drivers+(N+%3D+201)+completed+either+a+paper-and-pencil+or+internet-based+version+of+a+questionnaire.+Prior+to+the+anti-drink+driving+television+advertisements+being+shown%2C+pre-exposure+were+assessed.+Attitudes+and+intentions+were+then+assessed+immediately+after+exposure+and+attitudes%2C+intentions%2C+and+behaviour%2C+2+to+4+weeks+later.+The+results+provided+evidence+of+the+greater+persuasiveness+of+negative+appeals+immediately+after+exposure+and+greater+improvement+of+positive+appeals+over+time.+Also%2C+the+results+highlighted+the+importance+of+high+levels+of+response+efficacy%2C+irrespective+of+emotional+appeal+type.+Paper+Three+also+supported+and+extended+upon+earlier+findings+by+examining+third-person+perceptions+in+relation+to+positive%2C+humorous+emotional+appeals.+The+results+revealed+that+males+reported+significantly+greater+overall+influence+both+to+themselves+personally%2C+as+well+as+other+drivers+in+general%2C+than+females+for+the+humorous+appeals.+Further%2C+consistent+with+the+multiple+roles+of+affect+posited+by+Elaboration+Likelihood+Model%2C+explanations+were+provided+for+the+differential+effectiveness+of+positive+and+negative+affect.-----+%0D%0A%0D%0A%09An+additional+aim+of+the+second+stage+of+the+research+program+was+to+clarify+an+important+methodological+issue%3B+the+sampling+adequacy+of+traditional+university+student+samples+versus+internet-based+samples+for+health+message+persuasion+research.+Fear+appeal+empirical+literature+has+been+criticised+for+its+over-reliance+upon+student+samples.+Paper+Four+examined+the+extent+that+the+internet+may+function+as+an+efficacious+means+of+accessing+drivers+for+road+safety+advertising+research.+The+sample+characteristics+and+results+obtained+from+student+and+internet+samples+of+drivers+were+compared+empirically.+The+results+provided+support+for+the+greater+diversity+and+representativeness+of+the+internet+sample+and+suggested+that+the+two+sampling+approaches+produce+equivalent+results.+This+paper+served+to+inform+the+validity+of+prior+research+and+informed+the+choice+of+sampling+methodologies+for+the+subsequent+research+stage+reported+in+Paper+Five.-----%09%0D%0A%0D%0AThe+third+stage+of+the+research+built+upon+the+preceding+stages+and%2C+most+notably%2C+broadened+the+scope+of+emotional+appeals+examined+by+comparing+a+range+of+negative+and+positive+emotional+appeals+addressing+the+issue+of+speeding.+Drawing+upon+the+Rossiter-Percy+(1987%2C+1997)+motivational+model%2C+Paper+Five+examined+two+different+negative+and+two+positive+emotional+appeals+designed+as+audio+messages.+Specifically%2C+the+type+of+emotional+appeal+(Problem+Avoidance%2FFear+based%3B+Problem+Removal%2F+Agitation+or+annoyance-based%3B+Social+Approval%2F+Pride-based%3B+and+Intellectual+Mastery%2F+Humour-based)%2C+level+of+response+efficacy+(low%2C+high)%2C+level+of+involvement+(low%2C+high)%2C+and+gender+were+manipulated+in+a+2+x+2+x+2+x+2+fully+between+groups+design.+A+range+of+persuasion+outcome+measures%2C+including+attitudes+and+intentions%2C+were+assessed+immediately+after+exposure+and+1+month+later.+Further%2C+the+study+assessed+adaptive+(message+acceptance)+as+well+as+maladaptive+(message+rejection)+intentions.+The+results+provided+evidence+of+the+effectiveness+of+humorous-based+appeals+for+males+and+highlighted+that+appeals+of+the+same+valence+(positive+or+negative)+need+not+have+the+same+persuasive+effects.+The+results+also+supported+the+importance+of+response+efficacy+for+all+appeal+types+and+highlighted+that+a+message's+overall+effectiveness+requires+consideration+of+both+message+acceptance+and+rejection+rates.-----%0D%0A%0D%0AOverall%2C+the+current+research+program%2C+based+upon+a+sound%2C+multi-disciplinary+theoretical+framework%2C+provided+evidence+for+the+need+to+broaden+the+scope+of+emotional+appeals+in+the+road+safety+advertising+context+and+which+may+also+be+relevant+within+a+wider+health+persuasion+context.+The+results+of+the+three+studies+have+important+theoretical+and+practical+implications+for+future+campaign+development+which+are+discussed.&rft.publisher=Queensland+University+of+Technology&rft.date=2008&rft.type=Thesis&rft.format=application%2Fpdf&rft.relation=https%3A%2F%2Feprints.qut.edu.au%2F16660%2F1%2FIoni_Lewis_Thesis.pdf&rft.rights=free_to_read&rft.relation=Lewis%2C+Ioni+M.+(2008)+Factors+influencing+the+effectiveness+of+advertising+countermeasures+in+road+safety.+PhD+thesis%2C+Queensland+University+of+Technology.&rft.id_number=https%3A%2F%2Feprints.qut.edu.au%2F16660%2F&rft.rights=Copyright+2008+Ioni+Maree+Lewis&rft.identifier=Centre+for+Future+Mobility%2FCARRSQ%3B+Faculty+of+Health%3B+Institute+of+Health+and+Biomedical+Innovation