Citation

Kaye SA, White MJ, Lewis I. Traffic Injury Prev. 2018; 19(2): 201-206.

Affiliation

Queensland University of Technology, Institute of Health and Biomedical Innovation, Corner of Musk Avenue and Blamey Street , Kelvin Grove , Queensland , Australia 4059 .

Copyright

(Copyright © 2018, Informa - Taylor and Francis Group)

DOI

10.1080/15389588.2017.1369531

PMID

28837359

Abstract

OBJECTIVE: This study examined whether reward and punishment sensitivities, as conceptualised by Gray and McNaughton's revised Reinforcement Sensitivity Theory (RST), influenced young female drivers' attention towards a series of positive and negative anti-speeding advertisement images. Young females' increasing crash risk is associated with their engagement in risky behaviours which, in turn, has been associated with a stronger Behavioural Approach System (BAS; sensitive to rewards). It was predicted that individuals with a stronger BAS would elicit larger N100 and N200 mean amplitudes (reflecting greater attention) towards the positive images. Similar associations were predicted in relation to the Fight-Flight-Freeze System (FFFS; sensitive to punishments) for negative images.

METHOD: Twenty-four female drivers (17-25 years; final N = 16) completed Corr-Cooper's (2013) RST-Personality Questionnaire, prior to undergoing an Event-Related Potential computerised visual task (i.e., oddball paradigm) which comprised positive, negative, and neutral images as targets against checkerboard image distractors.

RESULTS: Contrary to expectations, individuals with a stronger BAS (Reward Reactivity and Impulsivity) demonstrated significantly larger N200 mean amplitudes on presentation of the negative images than those with weaker a BAS, at the Cz electrode site. No other significant RST effects were found.

CONCLUSIONS: These findings provide some preliminary objective support for the use of negative emotion-based road safety advertisements for young females. Further, this study provides support for using psychophysiological measures to enhance understanding of traffic injury persuasion.

Language: en

Keywords

Attention; Reinforcement Sensitivity Theory; Road safety advertising; Speeding behaviour; Young adults