Exploring the influence of message framing and image valence on the effectiveness of anti-speeding posters

2.50
Hdl Handle:
http://hdl.handle.net/10547/583210
Title:
Exploring the influence of message framing and image valence on the effectiveness of anti-speeding posters
Authors:
Horan, Laila Maria
Abstract:
Road safety advertisements that generate emotions have been acknowledged to increase the potential persuasiveness of an advertisement message. Nonetheless, there has been much debate about which message framing and image valence strategy is the most robust and influential persuader. In the current study, 40 UK vehicle users completed a simulated driving experiment and a series of self-report measures exploring the influence of three different types of anti-speeding advertisements: a negative loss-framed poster accompanied with a negative valence image, a positive gain-framed poster paired with a positive valence image, and a neutral anti-speeding poster. No significant differences were found between the three different types of anti-speeding advertisements and participants’ visual attention, memory or speeding behaviour. The results, however, showed that the negative anti-speeding advertisement was rated as significantly more effective in its ability to convince both other vehicle users and the vehicle user themselves to adhere to the legal speed limit. The influence of the differential advertisement strategies also appeared to fluctuate depending on several distinct factors and the disposition of the vehicle user. These findings suggest that emotionally-laden anti-speeding advertisements based on theoretical frameworks may effectively reduce the likelihood for participants to engage in risky driving behaviours and increase vehicle users’ intentions to adhere to the legal speed limit.
Citation:
Horan, L (2015). 'Exploring the influence of message framing and image valence on the effectiveness of anti-speeding posters' MSc by Research thesis. University of Bedfordshire
Publisher:
University of Bedfordshire
Issue Date:
Mar-2015
URI:
http://hdl.handle.net/10547/583210
Type:
Thesis or dissertation
Language:
en
Description:
A thesis submitted to the Institute for Applied Social Research, University of Bedfordshire, in fulfilment of requirements for the MSc by Research
Appears in Collections:
PhD e-theses

Full metadata record

DC FieldValue Language
dc.contributor.authorHoran, Laila Mariaen
dc.date.accessioned2015-12-04T10:54:11Zen
dc.date.available2015-12-04T10:54:11Zen
dc.date.issued2015-03en
dc.identifier.citationHoran, L (2015). 'Exploring the influence of message framing and image valence on the effectiveness of anti-speeding posters' MSc by Research thesis. University of Bedfordshireen
dc.identifier.urihttp://hdl.handle.net/10547/583210en
dc.descriptionA thesis submitted to the Institute for Applied Social Research, University of Bedfordshire, in fulfilment of requirements for the MSc by Researchen
dc.description.abstractRoad safety advertisements that generate emotions have been acknowledged to increase the potential persuasiveness of an advertisement message. Nonetheless, there has been much debate about which message framing and image valence strategy is the most robust and influential persuader. In the current study, 40 UK vehicle users completed a simulated driving experiment and a series of self-report measures exploring the influence of three different types of anti-speeding advertisements: a negative loss-framed poster accompanied with a negative valence image, a positive gain-framed poster paired with a positive valence image, and a neutral anti-speeding poster. No significant differences were found between the three different types of anti-speeding advertisements and participants’ visual attention, memory or speeding behaviour. The results, however, showed that the negative anti-speeding advertisement was rated as significantly more effective in its ability to convince both other vehicle users and the vehicle user themselves to adhere to the legal speed limit. The influence of the differential advertisement strategies also appeared to fluctuate depending on several distinct factors and the disposition of the vehicle user. These findings suggest that emotionally-laden anti-speeding advertisements based on theoretical frameworks may effectively reduce the likelihood for participants to engage in risky driving behaviours and increase vehicle users’ intentions to adhere to the legal speed limit.en
dc.language.isoenen
dc.publisherUniversity of Bedfordshireen
dc.subjectmessage framingen
dc.subjectimage valenceen
dc.subjectanti-speedingen
dc.subjectN561 Advertisingen
dc.subjectemotionen
dc.subjectadvertisingen
dc.titleExploring the influence of message framing and image valence on the effectiveness of anti-speeding postersen
dc.typeThesis or dissertationen
dc.type.qualificationnamePhDen_GB
dc.type.qualificationlevelMasters Degreeen
dc.publisher.institutionUniversity of Bedfordshireen
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