Safe driving communication: A regulatory focus perspective |
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| Authors: | Georgiana Craciun Dongwoo Shin Jason Q. Zhang |
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| Affiliation: | 1. Marketing Department, Palumbo Donahue School of Business, Duquesne University, Pittsburgh, PA, USA;2. School of Business Administration, University of Seoul, Seoul, South Korea;3. Marketing Department, Sellinger School of Business, Loyola University Maryland, Baltimore, MD, USA |
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| Abstract: | 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. |
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| Keywords: | aggressive driving tendencies message framing safe driving communication self‐regulatory focus |
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