Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Changing drivers' intentions and behaviours using fear-based driver fatigue advertisements.

Richard Tay1, Barry Watson

  • 1Centre for Accident Research and Road Safety, Queensland University of Technology, Carseldine, Qld 4034, Australia. r.tay@qut.edu.au

Health Marketing Quarterly
|February 1, 2003
PubMed
Summary

Lowering fear in road safety ads may reduce rejection without impacting acceptance. Including clear coping strategies significantly boosts message acceptance, improving road safety communication effectiveness.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Differences in pedestrian injury severities between contrasting and non-contrasting attire in nighttime crashes: a partially constrained temporal modeling and out-of-sample prediction approach.

Accident; analysis and prevention·2026
Same author

Experts' perspectives on shared responsibility for speed management: A thematic analysis informed by systems thinking.

Accident; analysis and prevention·2025
Same author

Cyclist safety in the digital age: A review of advanced warning technologies.

Accident; analysis and prevention·2025
Same author

Predicting risky driving behaviours using the theory of planned behaviour: A meta-analysis.

Accident; analysis and prevention·2024
Same author

Beyond the billboard: A review of other external sources of driver distraction.

Accident; analysis and prevention·2024
Same author

How do perceptions of procedural justice, police legitimacy, and legitimacy of laws influence intentions to drug drive?

Journal of safety research·2024

Area of Science:

  • Psychology
  • Communication Studies
  • Public Health

Background:

  • Road safety advertising is crucial for public health campaigns.
  • Understanding audience response to fear appeals and efficacy is key for effective messaging.

Purpose of the Study:

  • To investigate how fear arousal and perceived efficacy influence acceptance and rejection of road safety advertisements.
  • To assess the impact of explicit coping strategies on message acceptance.

Main Methods:

  • Analysis of road safety advertising typical in Australia and New Zealand.
  • Examining the relationship between fear arousal levels, perceived efficacy, and message reception.

Main Results:

  • Reduced fear arousal did not significantly affect message acceptance rates.

Related Experiment Videos

  • Lowering fear arousal led to decreased message rejection rates.
  • Explicit coping strategies positively and significantly increased message acceptance.

    • Conclusions:

    • Road safety campaigns can potentially reduce fear levels without compromising effectiveness.
    • Incorporating explicit coping strategies is a vital component for enhancing the acceptance of road safety messages.
    • Optimizing fear and efficacy elements can improve the overall impact of road safety advertising.