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Believability and effectiveness of young adult safe-driving messages
Breen, Natalie Jones, Sandra C.
Breen, Natalie
Jones, Sandra C.
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Author
Abstract
This study investigates eight safe-drinking messages, using appeals to the ‘self’ versus appeals about ‘others’, in combination with either a low or high physical threat, or a low or high social threat. The participants were18-25 year old second-year university marketing students. An experimental design was used for data collection, which involved 196 participants, with the groups comprised of participants with homogenous demographic characteristics and drinking behaviour. Analysis of variance (ANOVA) was used to test the believability and effectiveness of the messages. It was determined that messages about ‘others’ were perceived as more believable and effective than the corresponding appeals used to the ‘self’. In addition, physical threats were more believable and effective than social threats, and low level threats were more believable than high level threats.
Keywords
Date
2003
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2003
Volume
Issue
Page Range
1977-1983
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
DOI
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Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.