Examining the effectiveness of physical threats in road safety advertising: The role of the third-person effect,gender, and age |
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| Affiliation: | 1. Centre for Accident Research and Road Safety – Queensland (CARRS-Q), Queensland University of Technology (QUT), Beams Road, Carseldine, Queensland 4034, Australia;2. Department of Civil Engineering, University of Calgary, Alberta, Canada T2N 1N4;1. Queensland University of Technology, Centre for Accident Research and Road Safety – Queensland (CARRS-Q), Kelvin Grove Campus, Kelvin Grove, 4059, Australia;2. Queensland University of Technology, School of Psychology and Counselling, Kelvin Grove Campus, Kelvin Grove, 4059, Australia;3. Global Road Safety Partnership, International Fédération of Red Cross & Red Crescent Sociétés, Route de Pré-Bois 1, CH-1214, Vernier, Switzerland;1. Visual and Cognitive Neuroscience Laboratory (VCN Lab), Department of Psychology, Faculty of Social Sciences and Humanities, Ariel University, Ariel, Israel;2. Navigation and Accessibility Research Center of Ariel University (NARCA), Ariel, Israel;3. Department Marketing, Audencia Business School, Route de la Jonelière 8, 44312, Nantes, France;4. Human Factors Engineering & Cognitive Sciences Laboratory, The Department of Industrial Engineering & Management, Ariel University, Ariel, Israel;1. SWOV Institute for Road Safety Research, Bezuidenhoutseweg 62, 2594 AW Den Haag, The Netherlands;2. University of Michigan Transportation Research Institute, 2901 Baxter Road, Ann Arbor 48109-2150, MI, USA;3. Department of Health Behaviour & Health Education, University of Michigan School of Public Health, Ann Arbor 48109-2150, MI, USA;4. Faculty of Psychology & Neuroscience, Department of Work and Social Psychology, University of Maastricht, P.O. Box 616, 6200 MD Maastricht, The Netherlands;1. Queensland University of Technology (QUT), Centre for Accident Research and Road Safety – Queensland (CARRS-Q), Institute of Health and Biomedical Innovation (IHBI), K Block, 130 Victoria Park Road, Kelvin Grove 4059, Australia;2. Department of Transport and Main Roads, Government of Queensland, Australia |
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| Abstract: | Threatening advertisements have been widely used in the social marketing of road safety. However, despite their popularity and over five decades of research into the fear-persuasion relationship, an unequivocal answer regarding their effectiveness remains unachieved. More contemporary “fear appeal” research has explored the extent other variables moderate this relationship. In this study, the third-person effect was examined to explore its association with the extent male and female drivers reported intentions to adopt the recommendations of two road safety advertisements depicting high physical threats. Drivers (N = 152) first provided responses on pre-exposure future driving intentions, subsequently viewed two advertisements, one anti-speeding and one anti-drink driving, followed by measurement of their perceptions and post-manipulation intentions. The latter measure, post-manipulation intentions, was taken as the level of message acceptance for each advertisement. Results indicated a significant gender difference with females reporting reverse third-person effects (i.e., the messages would have more influence on themselves than others) and males reporting classic third-person effects (i.e., the messages would have more influence on others than themselves). Consistent with such third-person effects, females reported greater intention not to speed and not to drink and drive after being exposed to the advertisements than males. To determine the extent that third-person differential perceptions contributed to explaining variance in post-manipulation intentions, hierarchical regressions were conducted. These regressions revealed that third-person scores significantly contributed to the variance explained in post-manipulation intentions, beyond the contribution of other factors including demographic characteristics, pre-exposure intentions and past behaviour. The theoretical and applied implications of the results are discussed. |
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