The effectiveness of threat-only messages versus threat-and-efficacy messages in anti-speeding advertisements

In this study, the authors compare the effectiveness of threat-only TV commercials with the same commercials to which an efficacy recommendation to reduce driving speed has been added. An advertising experiment was undertaken to test four pairs of anti-speeding TV advertisements, and a control TV advertisement unrelated to road safety. Each pair of anti-speeding TV advertisements consisted of a high threat/low efficacy version and a high threat/high efficacy version. The results of the advertising experiment indicated that the high threat/high efficacy ads produced lower (better) AVST10 speed scores than high threat/low efficacy messages. The largest effect of these high threat/high efficacy messages in reducing speed is for the high-risk road user group of young male speeders. However, for the total sample, this result was obtained only directionally and was not statistically significant. (a) For the covering entry of this conference, please see ITRD abstract no. E211985.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/0730724921PRINT
• Authors:
  • THORNTON, J
  • ROSSITER, J R
• Publication Date: 2004

Language

• English

Media Info

• Pagination: 12P
• Serial:
  • ROAD SAFETY RESEARCH, POLICING AND EDUCATION CONFERENCE, 2004, PERTH, WESTERN AUSTRALIA, AUSTRALIA
  • Volume: 1
  • Publisher: ROAD SAFETY COUNCIL OF WESTERN AUSTRALIA

Subject/Index Terms

• TRT Terms: Attitudes; Behavior; Conferences; Crimes; Drivers; Prevention; Psychology; Publicity; Safety; Speed; Television
• ITRD Terms: 1661: Accident prevention; 2267: Attitude (psychol); 9001: Behaviour; 8525: Conference; 1772: Driver; 1516: Offence; 2255: Psychology; 8573: Publicity; 1665: Safety; 5408: Speed; 6949: Television
• Subject Areas: Planning and Forecasting; Safety and Human Factors; Security and Emergencies; I72: Traffic and Transport Planning; I82: Accidents and Transport Infrastructure; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 01014373
• Record Type: Publication
• Source Agency: ARRB
• ISBN: 0730724921 [PRINT]
• Files: ITRD, ATRI
• Created Date: Dec 22 2005 2:51PM