Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Positive versus Negative Messaging In Discouraging Drunken Driving

Matching Behavior Consequences With Target Groups

Lefa Teng, Guangzhi Zhao, Yuanyuan Wu, Hongyu Fu, Jiajing Wang
DOI: 10.2501/JAR-2018-029 Published 1 June 2019
Lefa Teng
Jiangnan University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: lefateng@jiangnan.edu
Guangzhi Zhao
Loyola University Maryland,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: gzhao@loyola.edu
Yuanyuan Wu
Jiangnan University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: wuyy@jiangnan.edu.cn
Hongyu Fu
Jiangnan University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: hongyufu@vip.jiangnan.edu.cn
Jiajing Wang
Jiangnan University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: wangjiajing@vip.jiangnan.edu.cn
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

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.

  • Received February 7, 2017.
  • Received (in revised form) August 28, 2017.
  • Accepted October 10, 2017.
  • Copyright© 2019 ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 59 Issue 2

Journal of Advertising Research: 59 (2)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Positive versus Negative Messaging In Discouraging Drunken Driving
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Positive versus Negative Messaging In Discouraging Drunken Driving
Lefa Teng, Guangzhi Zhao, Yuanyuan Wu, Hongyu Fu, Jiajing Wang
Journal of Advertising Research Jun 2019, 59 (2) 185-195; DOI: 10.2501/JAR-2018-029

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Positive versus Negative Messaging In Discouraging Drunken Driving
Lefa Teng, Guangzhi Zhao, Yuanyuan Wu, Hongyu Fu, Jiajing Wang
Journal of Advertising Research Jun 2019, 59 (2) 185-195; DOI: 10.2501/JAR-2018-029
Reddit logo Twitter logo Facebook logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • THEORETICAL BACKGROUND
    • STUDY 1: MESSAGE FRAME AND CONSEQUENCE TYPE
    • STUDY 2: MESSAGE FRAME AND NONFINANCIAL CONSEQUENCES
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENTS
    • REFERENCES
  • Figures & Data
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • How Advertisers Can Target Arab E-Consumers More Effectively
  • Adolescent Perceptions of Black-Oriented Media: “The Day Beyoncé Turned Black”
Show more What We Know About Segmentation and Targeting

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use