The influence of evidence type and product involvement on message‐framing effects in advertising

• Extrapolating from prior research that describes the persuasive effects of gain‐ versus loss‐framed messages via the heuristic‐systematic model (HSM), the current study incorporated two advertising‐related factors – evidence type (informational vs. exemplar) and product involvement – and examined their influence on message‐framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss‐framed messages were persuasive in a higher‐involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower‐involvement context of Experiment 2, in which the hypothesized thought‐processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message‐framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed.

Copyright © 2008 John Wiley & Sons, Ltd.     

A naturalistic study of the impact of message framing on highway speeding

Speeding is the most common road violation, and is one of the main causes of crashes. To protect road users, authorities use sanctions and preventive measures to prompt drivers to observe speed limits. However, the efficacy of prevention messages varies according to a number of factors, among which risk framing is important. We ran a study to test whether gain is more effective than loss (framing effect). Four anti-speeding messages were presented on variable-message signs, along one side of a busy 8-lane highway in France (speed limit: 130 km/h – 80 mph), during 6 weekends. Within a between subject design, the messages differed in orientation (gain vs. loss vs. no message) and theme (crash vs. fuel consumption). The drivers’ speed was recorded on the highway 2 km (1.25 miles) after the sign (6486 recordings of speed). The results showed that speed was lower when a message was displayed than in the control condition, and when the message was gain-framed rather than loss-framed. These effects were stronger on the left lanes (overtaking lanes). Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient.     

The Effects of Statistical Format and Population Specificity on Adolescent Perceptions of Cell Phone Use While Driving

Research on risk communication has established that people are influenced by numerical values as well as geographical reference points, or populations, in statistical messages. The ratio bias theory predicts that messages featuring higher casualty numbers will be more influential than similar messages featuring smaller values. However, research on the effects of population specificity predicts that risk messages containing specific populations with naturally lower casualty values will be more effective than similar messages containing larger populations and proportionally greater numbers. This study investigated the contradiction between ratio bias and the effects of population specificity. Students in a drivers’ education class (N?=?112) were randomly assigned to read one of four sets of statistical messages about cell phone use while driving that featured either a general (for example, United States) or specific population (for example, Nassau County), and was expressed using one of two statistical formats, frequencies (for example, “9,000 car accidents…”) or probabilities (for example, “25 % of car accidents…”). Participants then rated their intentions to and perceived risk of using cell phones while driving. Participants who viewed messages featuring general populations along with their naturally larger statistics reported lower intentions to use cell phones while driving than those who were exposed to messages with smaller numbers, but more specific populations. Results suggest that emphasizing larger-valued numbers may be a more effective means of risk communication than depicting specific conditions. These findings have implications for the enhancement of driver safety education to discourage the use of cell phones while driving by teenage drivers.     

Psychological predictors of texting while driving among university students

Although text messaging while driving is illegal in Spain previous research has shown that a substantial proportion of drivers, particularly young drivers, engage in this risky behaviour. The present study set out to investigate the psychological predictors of this behaviour using the Theory of Planned Behaviour (TPB). This study also measured the drivers’ perceptions regarding the effectiveness of the ban on mobile phone use while driving, their perceived crash risk, the risk of being fined and the drivers perceived ability to compensate for the distraction caused by reading or writing text messages while driving. Data were collected using an online questionnaire from 1082 university students who were drivers and owned a mobile phone. Attitude and perceived behavioural control significantly predicted the intention to send and read text messages while driving, even after controlling for exposure and demographic variables. Furthermore, intention was found to be a significant predictor of retrospective measures of both sending and reading text messages while driving, as was perceived behavioural control for several of the outcome measures. The present findings provide support for the TPB and also demonstrate the additional contributions that the mobile phone ban and perceived ability to compensate for the distraction had in predicting intentions. In addition, perceived crash risk was positively related to the prediction of intentions to send text messages and the number of messages read in the last week. The implications of these findings are discussed.     

Distinct pathways to persuasion: The role of affect in message‐framing effects

Health‐promoting messages can be framed in terms of the gains that are associated with healthy behaviour (gain frame) or the losses that are associated with unhealthy behaviour (loss frame). In the present research, we examined the role of positive and negative affect in the persuasive effects of gain‐ and loss‐framed health‐promoting information. Experiment 1 (N = 98) showed that gain‐framed information resulted in higher levels of information acceptance than loss‐framed information and that this effect was mediated by positive affect. The results of Experiment 2 (N = 129) showed that gain‐framed information resulted in higher levels of information acceptance and attitude, an effect that was again mediated by positive affect. In addition, loss‐framed information resulted in more negative affect than gain‐framed information and negative affect increased participants' intention to engage in the healthy behaviour. These results suggest that affect may be of great importance in the persuasion process and may be particularly helpful to explain the underlying mechanisms of message framing effects. The findings also suggest that gain‐ and loss‐framed messages offer distinct pathways to persuasion. Copyright © 2009 John Wiley & Sons, Ltd.     

Examining the Influence of Self-Efficacy on Message-Framing Effects: Reducing Salt Consumption in the General Population

Health-promoting messages can be framed in terms of the gains associated with healthy behavior or the losses associated with unhealthy behavior. Studies show inconsistent results as to which type of framing is more effective. In this study, we investigated whether participants' self-efficacy to decrease salt intake would moderate the effects of gain- and loss-framed messages promoting a low-salt diet on information acceptance, intention, and behavior. We hypothesized that loss-framed messages would more effectively decrease salt intake than gain-framed messages, but only when participants had high self-efficacy. A total of 575 adults, recruited from an Internet panel, took part in the study. Half of the participants received self-efficacy enhancing information, whereas the other half received no such information. After this self-efficacy manipulation, half of the participants received a gain-framed and half of the participants received a loss-framed message promoting a low-salt diet. Information acceptance and intention were assessed at immediate posttest and salt consumption was assessed at a 3-week follow-up. The results revealed the hypothesized effect on behavior. However, the interaction between self-efficacy and framing on salt consumption was not mediated by measures of information acceptance and intention to reduce salt intake. Our results suggest that messages stressing losses may be more effective than messages stressing gains in decreasing salt intake but only in persons with high self-efficacy to do so.     

Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes

When communicators are perceived as likely to bring proposed outcomes to fruition, they have source efficacy. Although perceptions of source efficacy are common in persuasion settings, this construct has received little direct research attention. The present research explored how source efficacy may impact persuasion in different ways at different levels of motivation to process messages. Across three experiments, participants encountered message arguments of varying quality from a source manipulated to be relatively efficacious or inefficacious. When motivation to process the message was low, source efficacy served as a peripheral cue (Experiment 1). When motivation was high, efficacy information learned before the message biased processing of ambiguous messages (Experiment 2), but source efficacy learned after the message affected the amount of confidence people had in their message‐related thoughts (Experiment 3). These effects of source efficacy were distinct from effects of perceived source expertise/credibility. Copyright © 2011 John Wiley & Sons, Ltd.     

The impact of different styles of traffic safety advertisement on young drivers’ explicit and implicit self-enhancement biases

This study examined the immediate psychological impact of positive and negatively framed driving advertisements on (a) deliberative and consciously reported (explicit) and (b) automatic non-conscious (implicit) self-enhancement biases in driving ability and caution (N = 150). Positively framed driving advertisements (those that showed actors modeling safe alternatives to dangerous driving) were most effective at reducing self-enhancement biases in driving ability. This effect was, however, limited to consciously accessible deliberative self-enhancement biases. Exposure to driving advertisements (either positively or negatively framed) did not significantly alter implicit, automatic self-enhancement biases (measured using a computerized reaction-time task). These findings emphasize that positively framed messages are more effective than negatively framed messages at influencing important psychological processes underlying driving behaviour, although such effects are limited, at least in their immediacy, to deliberative fast-learning (or propositional) processes. The implications of these findings for understanding the effects of driving advertisements on the different slow-learning and fast-learning social-cognitive processes underlying self-enhancement biases in young drivers’ self-perceptions, and hence driver behaviour, are discussed.     

The Influence of Skills,Message Frame,and Visual Aids on Prevention of Sexually Transmitted Diseases

In a large three week longitudinal study, we investigated the efficacy of framed messages for promoting condom use in sexually active young adults. We also investigated the influence of key risk literacy skills (i.e., numeracy and graph literacy) and visual aids (i.e., icon arrays) on the efficacy of framed messages. Finally, we investigated the underlying psychological mechanisms of behavioral change on the ability of icon arrays to improve message effectiveness. Results showed that framed messages including icon arrays increased adherence to self‐reported condom use by giving rise to enduring changes in attitudes and behavioral intentions, which influenced behavior. Icon arrays were found to be most beneficial among young adults with relatively low numeracy as long as they had high graph literacy. These findings build on the previous research in risk communication and extend psychological theories of health‐related decision making such as the theory of planned behavior. These findings also map the conditions under which well‐constructed visual aids can be among the most effective, transparent, and ethically desirable means of risk communication. Implications for risk communication and informed medical decision making are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

An international comparative study of self-reported driver behavior

Using a large data base of 20,725 questionnaires from 19 European countries, this article uses a combination of factor analysis and tree based regression to determine driver groups with homogeneous self-reported behavior and determine whether regional differences in driving behaviors exist. Self-reported behavior, including speeding, reckless driving, seat belt use, and drinking and driving are examined. The results suggest that speeding and general reckless (dangerous) behavior are related, perhaps capturing a driver's “risk taking” or “pre-trip violations” behavior. Similarly, seat belt use and driving under the influence of alcohol are also related and may represent a driver's “law abiding” tendency or “during-trip violations” behavior. Further, important regional differences and similarities between European drivers are uncovered. Northern European drivers report a significantly higher compliance with drinking and driving laws and seat belt use regulations than do Southern and Eastern European drivers.     

The impact of leaving a voicemail,environment familiarity,and pedestrian predictability on driving behavior

Talking on a cell phone can impair driving performance, but the dynamics of this effect are not fully understood. We examined the effects of leaving a voicemail message on driving when there are critical driving targets to attend to (crosswalks and pedestrians). Participants engaged in an ecologically-valid “voicemail” task while navigating a virtual environment using a driving simulator. We also examined the potential weakening or strengthening of effects of leaving a voicemail message on driving as the familiarity and predictability of critical targets changed. Participants completed four experimental runs through the same driving environment in a driving simulator. There were two crosswalks, one with a pedestrian entering the roadway and one without a pedestrian and the location of the pedestrian was predictable (the same pedestrian consistently used the same crosswalk) for the first three runs and then unpredictable for the fourth. Half of the participants left voicemail messages using a hands-free headset, while the other half drove in silence. Leaving a voicemail message increased steering deviation and velocity. Drivers who were leaving a voicemail message decelerated for pedestrians in the roadway to a similar speed as drivers who were not leaving a voicemail message, but they were delayed in braking. Drivers who were leaving a voicemail message also had worse memory for roadway landmarks. These effects were relatively stable across runs through the same driving environment, suggesting that familiarity and predictability did not impact the effects of leaving a voicemail message while driving. Therefore, leaving a voicemail message leads to poorer driving behavior; faster speed, variable steering, and worse memory for roadway landmarks. Interestingly, although drivers who were leaving a voicemail message were slower to react to local targets, they slowed as much as drivers who were not leaving a voicemail message and familiarity with the driving environment did not impact the effects of leaving a voicemail message on driving.     

Take-over requests in highly automated driving: A crowdsourcing survey on auditory,vibrotactile, and visual displays

An important research question in the domain of highly automated driving is how to aid drivers in transitions between manual and automated control. Until highly automated cars are available, knowledge on this topic has to be obtained via simulators and self-report questionnaires. Using crowdsourcing, we surveyed 1692 people on auditory, visual, and vibrotactile take-over requests (TORs) in highly automated driving. The survey presented recordings of auditory messages and illustrations of visual and vibrational messages in traffic scenarios of various urgency levels. Multimodal TORs were the most preferred option in high-urgency scenarios. Auditory TORs were the most preferred option in low-urgency scenarios and as a confirmation message that the system is ready to switch from manual to automated mode. For low-urgency scenarios, visual-only TORs were more preferred than vibration-only TORs. Beeps with shorter interpulse intervals were perceived as more urgent, with Stevens’ power law yielding an accurate fit to the data. Spoken messages were more accepted than abstract sounds, and the female voice was more preferred than the male voice. Preferences and perceived urgency ratings were similar in middle- and high-income countries. In summary, this international survey showed that people’s preferences for TOR types in highly automated driving depend on the urgency of the situation.     

Motivational determinants of systematic processing: expectancy moderates effects of desired confidence on processing effort

Extending the motivational assumptions of the heuristic-systematic model (Chaiken, Liberman, & Eagly, 1989), the authors hypothesized that a discrepancy between desired and actual judgmental confidence raises processing effort only if the expectancy that processing will increase confidence is high. In Experiment 1, university students expected to review information for upcoming social judgments. Desired confidence was varied through low versus high task importance. To manipulate expectancy, low versus high perceived processing efficacy was induced via feedback. As predicted, high- (as compared to low-) importance participants expressed greater interest in receiving information and selected more information when perceived efficacy was high, and this effect was mediated via a heightened discrepancy between desired and actual confidence. These effects were not obtained under low perceived efficacy. In Experiment 2, students processed a persuasive message. Only high importance conditions were studied; processing efficacy and argument strength were manipulated. As predicted, high- (but not low-) efficacy participants processed the message systematically, as indicated by a different impact of argument strength and by mediational path analyses. It is argued that the precision of social judgment models would benefit from an explicit consideration of processing- and outcome-related expectancy variables. © 1998 John Wiley & Sons, Ltd.     

Effect of verbal messages with reminders to communicate driving situations to alter driver behavior in conditional driving automation

In conditionally automated driving, drivers are relieved of steering (hands-off), accelerating, and braking actions as well as of continuous monitoring of driving situations and the system operation status (eyes off). This enables continuously engagement in non-driving-related activities. Managing the allocation of a driver’s attention to the surrounding environment and automation status presents a major challenge in human–machine system design. In this study, we propose a verbal message with a reminder (monitoring request) to divert the driver’s attention from non-driving-related activities to peripheral monitoring under conditionally automated driving. When the system encounters events related to weather, traffic, and road geometry, it provides a verbal message pertaining to the road surroundings (e.g., “It is foggy outside”) to the driver. After three seconds, the system provides a reminder message (i.e., “Did you confirm it?”) to the driver. We explore two questions: (1) how does the message with the reminder affect the driver’s attention allocation, and (2) how does the message with the reminder affect the driver behavior in response to a request to intervene (RTI). With a driving simulator, we designed a repeated measures mixed design with a between-participant factor of “Driving condition” and within-participant factors of “Event type” and “Measurement time”. Three driving conditions were established as follows: no messages, messages without reminders, and messages with reminders. Twenty-seven drivers participated as participants in the driving simulator experiment. Results showed that the reminder message was effective in allocating the participants’ attention to the surrounding environment, and the participants took over the driving task after spending more time understanding the take-over situation in the condition of messages with reminders compared to those in the condition of no messages. We conclude that the proposed reminder message can direct drivers’ attention to the road surroundings during conditionally automated driving. In the future, we plan to design adaptive verbal monitoring requests to adjust the reminder message according to the situation.     

Undoing the Effects of Seizing and Freezing: Decreasing Defensive Processing of Personally Relevant Messages

Health messages are directed at those who are at risk of incurring adverse consequences. However, previous experiments have found that people process personally relevant health messages in a biased, defensive manner. We examine the role of elaboration as a mechanism to encourage less biased processing of personally relevant health appeals. Results demonstrate that high-relevance consumers freeze on the threatening information, leading to lower change appraisal (perceived severity, self-efficacy, and response efficacy) and decreased message persuasion. For these individuals, renewed elaboration on the consequences of caffeine (Experiment 1) and olestra (Experiment 2) consumption reduces defensive processing. This elaboration "unfreezes" message processing, leading to greater change appraisal and increased persuasion. These experiments provide guidelines for practitioners to design more effective messages.     

Safe driving communication: A regulatory focus perspective

This research article examines the effects of self‐regulation on adolescents' aggressive driving tendencies and their attitudes toward safe driving communication. Two experimental studies demonstrate that an individual's regulatory orientation is a good predictor of aggressive driving tendencies and that self‐regulation plays a moderating role on the effects of safe driving messages on recipients' attitudes. Specifically, the findings reveal that promotion‐oriented (vs. prevention‐oriented) individuals are more likely to demonstrate aggressive driving tendencies. In addition, promotion‐oriented individuals show more favorable attitudes toward gain‐framed safe driving messages than loss‐framed messages. Prevention‐oriented individuals show the opposite pattern. Implications for theory and practice are discussed.     

Moving beyond the function of the health behaviour: The effect of message frame on behavioural decision-making

Health messages that provide gain- or loss-framed arguments have a differential impact on behavioural decision-making (Rothman & Salovey, 1997). Typically, gain-framed messages more effectively promote preventive health behaviours, which maintain health and minimise the risk of a health problem, whereas loss-framed messages more effectively promote detection behaviours, which involve the risk of finding a health problem. Two experiments tested the thesis that the risk implications of the behaviour are an important determinant of the persuasive impact of gain- and loss-framed appeals. Results revealed that when the risk associated with a health behaviour (either a prevention behaviour in Experiment 1 or a detection behaviour in Experiment 2) was low, participants responded more favourably to gain-framed messages. However, when the risk associated with the health behaviour (either prevention or detection) was high, participants responded more favourably to loss-framed messages. Discussion focuses on the importance of taking into account how individuals construe a behaviour when constructing framed appeals.     

Anterior insula activity predicts the influence of positively framed messages on decision making

The neural mechanisms underlying the influence of persuasive messages on decision making are largely unknown. We address this issue using event-related fMRI to investigate how informative messages alter risk appraisal during choice. Participants performed the Iowa Gambling Task while viewing a positively framed, negatively framed, or control message about the options. The right anterior insula correlated with improvement in choice behavior due to the positively framed but not the negatively framed message. With the positively framed message, there was increased activation proportional to message effectiveness when less-preferred options were chosen, consistent with a role in the prediction of adverse outcomes. In addition, the dorsomedial and the left dorsolateral prefrontal cortex correlated with overall decision quality, regardless of message type. The dorsomedial region mediated the relationship between the right anterior insula and decision quality with the positively framed messages. These findings suggest a network of frontal brain regions that integrate informative messages into the evaluation of options during decision making. Supplemental procedures and results for this article may be downloaded from http://cabn.psychonomic-journals.org/content/supplemental.     

Older drivers’ self-assessed driving skills,driving-related stress and self-regulation in traffic

Previous research on older drivers has indicated connections between self-rated driving ability, confidence in their own driving, driving-related stress, and self-regulatory behaviour. However, more systematic associations between older drivers’ perceptions on their own driving and self-regulation or driver stress and self-regulation behaviour, and possible gender differences in these, have not been obtained in previous studies. The aim of the present study was to gain a better understanding of older drivers’ self-regulatory driving and the motivators behind this behaviour, by placing this behaviour in the modern traffic psychological framework of the driving task. 888 drivers aged 75 or older completed a structured phone interview about their perceived changes in driving skills, driving-related discomfort, and avoidance of driving situations. The results showed that when reporting change, the participants were more likely to report improvement of higher level skills and decline of the lowest level skills. Women were less likely to report improvement and more likely to report decline of skills. Driving situations related to inner states or adverse conditions were more often associated with discomfort and avoidance than situations related to infrastructure, and women were more likely to report discomfort and avoidance of driving situations. The results suggest that older drivers generally show good self-judgement of changes in their driving skills and acknowledge the different types of skills comprised in the driving task. The results also provide a better understanding of older drivers’ self-regulation of driving and gender differences in this, thus providing a better understanding in particular of women drivers’ self-regulation and increased risk of premature driving cessation. These findings may be valuable when encouraging older drivers, especially women, to prolong their driving.     

The influence of self‐efficacy on the effects of framed health messages

Health promoting messages can be framed in terms of the gains that are associated with healthy behaviour, or the losses that are associated with unhealthy behaviour. In this study, we examined the influence of self‐efficacy to quit smoking on the effects of gain framed and loss framed anti‐smoking messages in a randomized controlled trial among 539 adult smokers. Participants with a high self‐efficacy to quit smoking reported higher levels of motivation to quit smoking after receiving a loss framed message than after receiving a gain framed message or no message. For these participants receiving a gain framed message did not result in a higher motivation to quit smoking than receiving no message. For participants with a low self‐efficacy to quit smoking there were no differences in motivation to quit smoking between the gain framed message condition, loss framed message condition and control condition. Our results suggest that self‐efficacy can moderate the effects of message framing on persuasion. Copyright © 2008 John Wiley & Sons, Ltd.