From Elicitation to Persuasion: Assessing the Structure and Effectiveness of Differential Emotions in Anti-Drunk-Driving Campaigns

ABSTRACT

In this paper, we test whether the DES III structure of emotions as described by Izard (1977) can be found in self-report data collected in the context of a campaign to deter drunk driving. Indeed, when exposed to a shocking advertisement about the consequences of drunk-driving, young adults express a range of emotions from surprise to contempt. The purpose of this research is to study and understand the structure of these emotions and their impact on persuasion.

126 social drinkers aged between 20 and 28 years old, who were also students belonging to different French universities, were exposed to a dramatic printed advertisement about drinking and driving. After viewing the ad, subjects answered a survey including different measures of emotions using Izard's DES III scale, and measures of self-efficacy and persuasion.

Factor analysis results reveal a four dimensional structure of the original DES III. Both “primary emotions” and “repulsion” have direct effects on persuasion. However, the effect of “repulsion” on persuasion is negative. This paper is, to our knowledge, the first to show that surprise comes ahead of all other emotions elicited by a shocking advertisement. It is the precursor for all other emotional responses. This research also tests an original model explaining how people respond to shocking advertisements along two distinct pathways: one leading to persuasion and another one leading to resistance to persuasion.

KEYWORDS:

• Public Service Announcement
• Differential Emotions
• Persuasion
• Surprise
• Drinking and Driving
• Repulsion