PT  - JOURNAL ARTICLE
AU  - Teng, Lefa
AU  - Zhao, Guanzhi
AU  - Wu, Yuanyuan
AU  - Fu, Hongyu
AU  - Wang, Jiajing
TI  - Positive versus Negative Messaging In Discouraging Drunken Driving
AID  - 10.2501/JAR-2018-029
DP  - 2018 Jul 19
TA  - Journal of Advertising Research
PG  - JAR-2018-029
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/07/17/JAR-2018-029.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/07/17/JAR-2018-029.full
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.