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Young drivers' responses to anti-speeding advertisements: Comparison of self-report and objective measures of persuasive processing and outcomes |
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| Authors: | Sherrie-Anne Kaye Ioni Lewis Jennifer Algie Melanie J White |
| Institution: | 1. Centre for Accident Research and Road Safety–Queensland (CARRS-Q), Queensland University of Technology, Kelvin Grove, Queensland, Australia;2. Institute of Health and Biomedical Innovation, Queensland University of Technology, Kelvin Grove, Queensland, Australia;3. School of Management, Operations and Marketing, University of Wollongong, Wollongong, New South Wales, Australia;4. Institute of Health and Biomedical Innovation, Queensland University of Technology, Kelvin Grove, Queensland, Australia;5. School of Psychology and Counselling, Queensland University of Technology, Kelvin Grove, Queensland, Australia |
| Abstract: | 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. |
| Keywords: | road safety advertising emotional appeals self-report skin conductance response GPS devices |