Young drivers' responses to anti-speeding advertisements: Comparison of self-report and objective measures of persuasive processing and outcomes

Objective: Self-report measures are typically used to assess the effectiveness of road safety advertisements. However, psychophysiological measures of persuasive processing (i.e., skin conductance response [SCR]) and objective driving measures of persuasive outcomes (i.e., in-vehicle Global Positioning System [GPS] devices) may provide further insights into the effectiveness of these advertisements. This study aimed to explore the persuasive processing and outcomes of 2 anti-speeding advertisements by incorporating both self-report and objective measures of speeding behavior. In addition, this study aimed to compare the findings derived from these different measurement approaches.

Methods: Young drivers (N = 20, M age = 21.01 years) viewed either a positive or negative emotion–based anti-speeding television advertisement. While viewing the advertisement, SCR activity was measured to assess ad-evoked arousal responses. The RoadScout GPS device was then installed in participants' vehicles for 1 week to measure on-road speed-related driving behavior. Self-report measures assessed persuasive processing (emotional and arousal responses) and actual driving behavior.

Results: There was general correspondence between the self-report measures of arousal and the SCR and between the self-report measure of actual driving behavior and the objective driving data (as assessed via the GPS devices).

Conclusions: This study provides insights into how psychophysiological and GPS devices could be used as objective measures in conjunction with self-report measures to further understand the persuasive processes and outcomes of emotion-based anti-speeding advertisements.     

A Successful and Productive Year

It is gratifying to report that 1975-1976 has been another year of increased activity for the Air Pollution Control Association, and various indicators are positive compared to previous years. Membership has increased, attendance at meetings has increased, we have a substantial surplus to report, there is increased activity in membership interest and in our overall activity. Public affairs involvement has increased somewhat, as have our international activities. Local sections and technical committees have expanded their scope of productive involvement. Clearly, APCA has had a successful and productive year.     

Comments on "The Rationale and Need to Consider an Alternative to EKMA" Comment

Peterson and Sabersky¹ measured the concentrations of ozone, carbon monoxide, nitrogen oxide, and oxides of nitrogen under standard driving conditions in the Southern California area. They indicate that in an automobile with no inside source of carbon monoxide (CO), the interior concentrations will reflect those on the outside but in a more gradual manner. They did not record the rapid variations and high peaks in the interior that they did when samplings were taken from the outside. They reported that 25 ppm of CO was not often exceeded and the highest concentration of CO encountered was 45 ppm for a period of 3 min.     

Maturity,fecundity, and reproductive cycle of the spotted ratfish, <Emphasis Type="Italic">Hydrolagus colliei</Emphasis>

Size at maturity, fecundity, and reproductive periodicity were estimated for the spotted ratfish, Hydrolagus colliei (Lay and Bennett, 1839), off the coast of California, Oregon, and Washington. Maximum body size and size at median maturity were greater for females than males. Skeletal muscle concentrations of the steroid hormones testosterone (T) and estradiol (E₂) predicted similar, but slightly smaller sizes at maturity than the morphological criterion. Stage of maturity for males was estimated identically using internal organs or external secondary sexual characters, thus allowing non-lethal maturity assessments. Size at median maturity was greater north of Point Conception for females, and north of Cape Mendocino for males. Peak parturition occurred from May to October, with increased concentrations of E₂ in skeletal muscle of females correlating with ovarian recrudescence during November to February. No significant seasonal trends in female T were apparent, but mean female 11-ketotestosterone (11KT) was 300% greater in April than any other month during the parturition season. There was a marginal evidence for increased number and size of ova with maternal size. Extrapolation of the hypothesized 6 to 8-month egg-laying season to observed mean parturition rates of captive specimens yielded an estimated annual fecundity of 19.5–28.9 egg cases. Differences in fecundity among higher taxonomic classifications of chondrichthyans were detected with chimaeriform fishes more fecund than lamniform, myliobatiform, squaliform, and rhinobatiform fishes, and less fecund than rajiform fishes. Electronic supplementary material  The online version of this article (doi:) contains supplementary material, which is available to authorized users.     

A Field Demonstration of the UV/Oxidation Technology to Treat Ground Water Contaminated with VOCs

This paper presents the Geld evaluation results of the ultraviolet radiation (UV)/oxidation technology developed by Ultrox International, Santa Ana, California. The Geld evaluation was performed at the Lorentz Barrel and Drum (LB&D) site in San Jose, California, under the Superfund Innovative Technology Evaluation program in February and March of 1989.

The UV/oxidation technology uses UV radiation, ozone, and hydrogen peroxide to oxidize organic contaminants present in water. At the LB&D site, this technology was evaluated in treating ground water contaminated with volatile organic compounds (VOCs). The Ultrox system achieved VOC removals greater than 90 percent. Most VOCs were removed through chemical oxidation. However, for a few VOCs, such as 1, 1, 1-trichloroethane and 1, 1-dichloroethane, stripping also contributed toward removal. The treated ground water met the applicable discharge standards for discharge into a local waterway at 95 percent confidence level. There were no harmful air emissions to the atmosphere from the Ultrox system, which is equipped with an off-gas treatment unit.     

Monopoly exploitation of an exhaustible resource

The popular notion that a monopolist will exhaust a nonrenewable natural resource at a slower than socially optimal rate is examined. Contrary to the prevailing belief, instances do exist for which the monopolist uses the resource faster than the social maximizer. This is demonstrated first by finding conditions for which the expected result—a monopoly rate which is slower than optimal-will always hold, and second, by showing that for situations where these conditions are violated the result may be reversed.