@article{ref1,
title="Young drivers' responses to anti-speeding advertisements: comparison of self-report and objective measures of persuasive processing and outcomes",
journal="Traffic injury prevention",
year="2016",
author="Kaye, Sherrie-Anne and Lewis, Ioni and Algie, Jennifer and White, Melanie J.",
volume="17",
number="4",
pages="352-358",
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 GPS devices) may provide further insights into the effectiveness of these advertisements. This study aimed to explore the persuasive processing and outcomes of two anti-speeding advertisements by incorporating both self-report and objective measures of speeding behaviour. In addition, this study aimed to compare the findings derived from these different measurement approaches. <br><br>METHODS: Young drivers (N = 20, Mage = 21.01 years) viewed either a positive or negative emotion-based anti-speeding television advertisement. Whilst viewing the advertisement, SCR activity was measured to assess ad-evoked arousal responses. The RoadScout→ GPS device was then installed into participants' vehicles for one week to measure on-road speed-related driving behaviour. Self-report measures assessed persuasive processing (emotional and arousal responses) and actual driving behaviour. <br><br>RESULTS: There was general correspondence between the self-report measures of arousal and the SCR and between the self-report measure of actual driving behaviour and the objective driving data (as assessed via the GPS devices). <br><br>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.<p /> <p>Language: en</p>",
language="en",
issn="1538-9588",
doi="10.1080/15389588.2015.1084419",
url="http://dx.doi.org/10.1080/15389588.2015.1084419"
}