@article{ref1,
title="The effectiveness of threat-only messages versus threat-and-efficacy messages in anti-speeding advertisements",
journal="Proceedings of the Australasian road safety research, policing and education conference",
year="2004",
author="Rossiter, J. R. and Thornton, J.",
volume="8",
number="1",
pages="-",
abstract="In this study, the authors compare the effectiveness of threat-only TV commercials with the same commercials to which an efficacy recommendation to reduce driving speed has been added. An advertising experiment was undertaken to test four pairs of anti-speeding TV advertisements, and a control TV advertisement unrelated to road safety. Each pair of anti-speeding TV advertisements consisted of a high threat/low efficacy version and a high threat/high efficacy version. The results of the advertising experiment indicated that the high threat/high efficacy ads produced lower (better) AVST10 speed scores than high threat/low efficacy messages. The largest effect of these high threat/high efficacy messages in reducing speed is for the high-risk road user group of young male speeders. However, for the total sample, this result was obtained only directionally and was not statistically significant.<p />",
language="",
issn="",
doi="",
url="http://dx.doi.org/"
}