Citation

Thornton J, Rossiter JR. Proc. Australas. Road Safety Res. Policing Educ. Conf. 2004; 8(1).

Copyright

(Copyright © 2004, copyright holder varies, Publisher Monash University)

DOI

unavailable

PMID

unavailable

Abstract

In this study, the authors compare the effectiveness of threat-only TV commercials with the same commercials to which an efficacy recommendation to reduce driving speed has been added. An advertising experiment was undertaken to test four pairs of anti-speeding TV advertisements, and a control TV advertisement unrelated to road safety. Each pair of anti-speeding TV advertisements consisted of a high threat/low efficacy version and a high threat/high efficacy version. The results of the advertising experiment indicated that the high threat/high efficacy ads produced lower (better) AVST10 speed scores than high threat/low efficacy messages. The largest effect of these high threat/high efficacy messages in reducing speed is for the high-risk road user group of young male speeders. However, for the total sample, this result was obtained only directionally and was not statistically significant.