The Effect of Social Marketing Communication on Safe Driving

Processing of cognition, affect, and intention was investigated in viewers of advertisements to prevent speeding while driving. Results indicated that anchoring-point messages had greater effects on viewers' cognition, attitude, and behavioral intention than did messages without anchoring point...

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Bibliographic Details
Published in:Psychological reports 2011-12, Vol.109 (3), p.739-754
Main Authors: Yang, Dong-Jenn, Lo, Jyue-Yu, Lin, Wan-Chen
Format: Article
Language:English
Subjects:
Attitude
Automobile Driving - psychology
Cognition
Communication
Female
Humans
Intention
Male
Persuasive Communication
Risk Reduction Behavior
Social Marketing
Young Adult
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Summary:Processing of cognition, affect, and intention was investigated in viewers of advertisements to prevent speeding while driving. Results indicated that anchoring-point messages had greater effects on viewers' cognition, attitude, and behavioral intention than did messages without anchoring points. Further, the changes in message anchoring points altered participants' perceptions of acceptable and unacceptable judgments: a higher anchoring point in the form of speeding mortality was more persuasive in promoting the idea of reducing driving speed. Implications for creation of effective safe driving communications are discussed.
ISSN:0033-2941
1558-691X
DOI:10.2466/01.07.13.PR0.109.6.739-754