%0 Journal Article
%T Response efficacy: The key to minimizing rejection and maximizing acceptance of emotion-based anti-speeding messages
%J Accident analysis and prevention
%D 2010
%A Lewis, I. M.
%A Watson, Barry C.
%A White, Katherine M.
%V 42
%N 2
%P 459-467
%X This study sought to improve understanding of the persuasive process of emotion-based appeals not only in relation to negative, fear-based appeals but also for appeals based upon positive emotions. In particular, the study investigated whether response efficacy, as a cognitive construct, mediated outcome measures of message effectiveness in terms of both acceptance and rejection of negative and positive emotion-based messages. Licensed drivers (N=406) participated via the completion of an on-line survey. Within the survey, participants received either a negative (fear-based) appeal or one of the two possible positive appeals (pride or humor-based). Overall, the study's findings confirmed the importance of emotional and cognitive components of persuasive health messages and identified response efficacy as a key cognitive construct influencing the effectiveness of not only fear-based messages but also positive emotion-based messages. Interestingly, however, the results suggested that response efficacy's influence on message effectiveness may differ for positive and negative emotion-based appeals such that significant indirect (and mediational) effects were found with both acceptance and rejection of the positive appeals yet only with rejection of the fear-based appeal. As such, the study's findings provide an important extension to extant literature and may inform future advertising message design.<p /> <p>Language: en</p>
%G en
%I Elsevier Publishing
%@ 0001-4575
%U http://dx.doi.org/10.1016/j.aap.2009.09.008