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Type of publication: Straipsnis konferencijos medžiagoje kitose duomenų bazėse / Article in conference proceedings in other databases (P1c)
Field of Science: Psichologija / Psychology (S006)
Author(s): Markšaitytė, Rasa;Šakinytė, Dainora;Šeibokaitė, Laura;Endriulaitienė, Auksė;Žardeckaitė-Matulaitienė, Kristina;Slavinskienė, Justina
Title: The road safety advertisements targeting drunk driving: do threat appeals actually arouse fear?
Is part of: Transport means - 2018: proceedings of the 22nd international scientific conference, October 3-5, 2018, Trakai, Lithuania. Part 1: proceedings. Kaunas : Kaunas University of Technology, 2018, [Vol. 22 (1)]
Extent: p. 508-511
Date: 2018
Note: ISSN 2351-7034 (online)
Keywords: Saugaus eismo reklama;Vairavimas išgėrus;Baimė;Road safety advertisement;Drunk driving;Fear-arousing threat appeal;Fea
Abstract: Fear-arousing threat appeals are widely used in social marketing even though the research results on the effectiveness of threat appeals in road safety advertisements are controversial. However, only few studies examine whether threat appeals actually arouse fear and how this process influences the expected behaviour change. Thus, this study aims is to evaluate, whether road safety threat appeal advertisements targeting drunk driving arouse fear. 41 students (17.1 percent males; mean age 20.9 years) participated in the experimental study. Two road safety threat appeal advertisements targeting drunk driving and a clip of car wash advertisement were used as stimuli in the experiment. After watching the TV ad all participants had to evaluate the level of fear they felt. Study results revealed that both road safety threat appeal advertisements targeting drunk driving did not arouse fear (at least not stronger compared to usual advertisement). Even though both our road safety advertisements met the basic criteria for effective threat appeals, their effectiveness for drunk driving is still questionable. Further studies on the acceptance of road safety fear-arousing threat appeal advertisements are needed
Affiliation(s): Psichologijos katedra
Socialinių mokslų fakultetas
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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