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dc.contributor.authorFry, M.
dc.contributor.editorDemetri Kantarelis
dc.date.accessioned2017-05-03T15:47:42Z
dc.date.available2017-05-03T15:47:42Z
dc.date.issued2004
dc.date.modified2011-02-15T12:53:51Z
dc.identifier.issn15531392
dc.identifier.urihttp://hdl.handle.net/10072/36190
dc.description.abstractThe principal objective of this paper is to present the results of an experimental study designed to investigate the influence of message design strategies on message processing and changes on behavioural intentions towards anti-drink driving. In particular, this study builds on work conducted in the fear appeal domain, incorporating the impact of individual differences and message design orientation on message processing. In the experiment, 343 18 to 24 year-old university students viewed three anti-drink driving advertisements in a laboratory setting. They completed measures of sensation seeking, perceived threat, perceived efficacy, attitudes towards drink driving risk prevention strategies, and behavioural intentions to engage in safe drink driving behaviours. Results provide support for a main effect of advertisement orientation on perceived threat, perceived efficacy, message acceptance and message rejection. Overall, sensory-orientated messages were more effective than cognitive-oriented advertisements for increasing perceived threat, message acceptance, and the message rejection behaviours relating to issue derogation and perceived manipulation than cognitive-orientated messages. The results suggest the relative superiority of sensory orientated advertisements over cognitive orientated advertisements, which give message designers some guidelines to follow in an attempt to build better persuasive messages.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherBusiness & Economics Society International
dc.publisher.placeUnited States
dc.publisher.urihttp://www.besiweb.com/
dc.relation.ispartofpagefrom24
dc.relation.ispartofpageto33
dc.relation.ispartofjournalGlobal Business & Economics Review Anthology
dc.relation.ispartofvolume2004
dc.subject.fieldofresearchMarketing Communications
dc.subject.fieldofresearchBanking, Finance and Investment
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150502
dc.subject.fieldofresearchcode1502
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titlePersuasive strategies: the effect of advertisement orientation in road safety advertising
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2004
gro.hasfulltextNo Full Text
gro.griffith.authorFry, Marie-Louise


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