Positive versus Negative Messaging In Discouraging Drunken Driving

Lefa Teng · Guangzhi Zhao · Yuanyuan Wu · Hongyu Fu

27 citations0/0 files storedJournal of Advertising Research

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Media Influence and Health Traffic and Road Safety Behavioral Health and Interventions

Abstract

ABSTRACT Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising. Most messages have struck a negative tone and resorted to fear appeals, which have limitations and can be ineffectual under certain conditions or for certain target groups of people. In other domains, researchers have shown that a positive message can be more powerful and effective than a negative message. This research focuses on the relative persuasiveness of positive versus negative antidrunk-driving messages and examines the effectiveness of highlighting different types of consequences of drunk driving.

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References

2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1981The Framing of Decisions and the Psychology of Choice 2001Bad is Stronger than Good 1997Shaping perceptions to motivate healthy behavior: The role of message framing.2015Message framing in green advertising: the effect of construal level and consumer environmental concern 2010Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt 2009The “Shoulds” and “Should Nots” of Moral Emotions: A Self-Regulatory Perspective on Shame and Guilt 2012The Relative Persuasiveness of Gain- and Loss-Framed Messages for Promoting Vaccination: A Meta-Analytic Review

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