PT - JOURNAL ARTICLE AU - Lefa Teng AU - Guangzhi Zhao AU - Yuanyuan Wu AU - Hongyu Fu AU - Jiajing Wang TI - Positive versus Negative Messaging In Discouraging Drunken Driving AID - 10.2501/JAR-2018-029 DP - 2019 Jun 01 TA - Journal of Advertising Research PG - 185--195 VI - 59 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/59/2/185.short 4100 - http://www.journalofadvertisingresearch.com/content/59/2/185.full SO - J Advert Res2019 Jun 01; 59 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.