The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving
The Role of Matching Construal Level and Social Distance in Young Drivers’ Changes of Attitude and Behavior toward Texting While Driving
Abstract: This study examines message strategies of PSAs that can effectively discourage young adults from texting while driving. We test the effect of matching young adults’ perceived social distance and construal levels in processing PSAs on perceived threat, attitude toward texting while driving, and intentions to engage in preventive behavior. The study reveals significant persuasive effect of matching the mention of one’s close/distant social relationship and the concrete/abstract visual presentation of the outcome of distracted driving. Theoretical and managerial implications for communication campaigns using fear appeals and aiming at changing young adults’ perceptions, attitudes and behavior toward risky behaviors are discussed.
Related Research
-
2024 BEA Festival of Media Faculty ShowcaseMatthew Evans presented a TV pilot and sat on the panel at the “2024 BEA Festival of Media Faculty Showcase”, Las Vegas, NV, April. Description: HELLAS is a one-hour sci-fi drama set […]
-
I Didn’t See You ThereKeith Wilson, film screening and presentation of feature documentary film I Didn’t See You There (2022, producer Keith Wilson) at INPUT: International Public Television Conference in Charleston, SC, May 7, […]