RT Journal Article
SR Electronic
T1 Positive versus Negative Messaging In Discouraging Drunken Driving
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-029
DO 10.2501/JAR-2018-029
A1 Lefa Teng
A1 Guanzhi Zhao
A1 Yuanyuan Wu
A1 Hongyu Fu
A1 Jiajing Wang
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/07/17/JAR-2018-029.abstract
AB 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.