, advertising on the issue of road safety is particularly renowned for its use of physical threats in which drivers and passengers are often shown to be injured and killed as a result of unsafe and/or illegal behavior (p. 203). Learn how to drive distraction away and get drivers to keep their eyes (and mind) on the road. Anything that takes your attention away from driving can be a distraction. used a questionnaire instrument to measure the behavioral intentions of a sample of 152 drivers in Australia both before and after they viewed two different, threatening advertisements promoting road safety. Safe driving requires maximum attention because there are other users on the road. The boomerang effect can be seen as an adverse reaction to viewing a threatening advertisement. ; Wilson & Stimpson, 2010 ). 205-206 This tactic is relevant to the present studys topic because, according to Since their son's death, Bob and Eilene Okerblom have become advocates against distracted driving, and Bob is currently biking cross-country to raise awareness. As cited by other researchers, their model considered the role of the social context of the coping response to a threat communication, introduced the notion that responses may be due to factors other than the communication itself, and emphasized, rather than minimized, the role of emotion ( claim that threatening advertisements have been widely used in the social marketing of road safety (p. 48). The survey instrument also utilized items from a preexisting scale entitled the Affective Response (General) Scale ( By making these modifications, the study results could be generalized to the larger population. WASHINGTON U.S. Transportation Secretary Ray LaHood today released a new public service announcement (PSA) promoting the U.S. Department of Transportations Faces of Distracted Driving series, which has been viewed over 100,000 times since its launch in November 2010. Much of the prior research that studied the effectiveness of fear appeals to alter behavior has referenced two main theories as part of their conceptual frameworks.
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