Response efficacy : the key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages


Autoria(s): Lewis, Ioni M.; Watson, Barry C.; White, Katherine M.
Data(s)

10/03/2010

Resumo

This study sought to improve understanding of the persuasive process of emotion-based appeals not only in relation to negative, fear-based appeals but also for appeals based upon positive emotions. In particular, the study investigated whether response efficacy, as a cognitive construct, mediated outcome measures of message effectiveness in terms of both acceptance and rejection of negative and positive emotion-based messages. Licensed drivers (N = 406) participated via the completion of an on-line survey. Within the survey, participants received either a negative (fear-based) appeal or one of the two possible positive appeals (pride or humor-based). Overall, the study's findings confirmed the importance of emotional and cognitive components of persuasive health messages and identified response efficacy as a key cognitive construct influencing the effectiveness of not only fear-based messages but also positive emotion-based messages. Interestingly, however, the results suggested that response efficacy's influence on message effectiveness may differ for positive and negative emotion-based appeals such that significant indirect (and mediational) effects were found with both acceptance and rejection of the positive appeals yet only with rejection of the fear-based appeal. As such, the study's findings provide an important extension to extant literature and may inform future advertising message design.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/27972/

Publicador

Elsevier Ltd

Relação

http://eprints.qut.edu.au/27972/1/c27972.pdf

DOI:10.1016/j.aap.2009.09.008

Lewis, Ioni M., Watson, Barry C., & White, Katherine M. (2010) Response efficacy : the key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages. Accident Analysis & Prevention, 42(2), pp. 459-467.

Direitos

Copyright 2009 Elsevier Ltd

Fonte

Centre for Accident Research & Road Safety - Qld (CARRS-Q); Faculty of Health; Institute of Health and Biomedical Innovation; School of Psychology & Counselling

Palavras-Chave #170100 PSYCHOLOGY #road safety advertising #emotional appeals #anti-speeding messages #response efficacy #message acceptance #message rejection
Tipo

Journal Article