Response efficacy: the key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages.
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.
Lewis
I M
IM
Centre for Accident Research and Road Safety - Queensland, Queensland University of Technology, Kelvin Grove Campus, Kelvin Grove 4059, Australia. i.lewis@qut.edu.au
Watson
B
B
White
K M
KM
D000293:Adolescent; D000328:Adult; D001334:Automobile Driving / Q000331:legislation & jurisprudence / Q000523:psychology*; D001362:Avoidance Learning; D003625:Data Collection; D004644:Emotions; D005260:Female; D006801:Humans; D020407:Internet; D008297:Male; D008875:Middle Aged; D010565:Persuasive Communication; D012649:Self Concept; D040241:Social Marketing; D014925:Wit and Humor as Topic; D055815:Young Adult