Young drivers' responses to anti-speeding advertisements: Comparison of self-report and objective measures of persuasive processing and outcomes

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 Global Positioning System [GPS] devices) may provide further insights into the effectiveness of these advertisements. This study aimed to explore the persuasive processing and outcomes of 2 anti-speeding advertisements by incorporating both self-report and objective measures of speeding behavior. In addition, this study aimed to compare the findings derived from these different measurement approaches.

Methods: Young drivers (N = 20, M age = 21.01 years) viewed either a positive or negative emotion–based anti-speeding television advertisement. While viewing the advertisement, SCR activity was measured to assess ad-evoked arousal responses. The RoadScout GPS device was then installed in participants' vehicles for 1 week to measure on-road speed-related driving behavior. Self-report measures assessed persuasive processing (emotional and arousal responses) and actual driving behavior.

Results: There was general correspondence between the self-report measures of arousal and the SCR and between the self-report measure of actual driving behavior and the objective driving data (as assessed via the GPS devices).

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.

KEYWORDS:

• road safety advertising
• emotional appeals
• self-report
• skin conductance response
• GPS devices

Acknowledgments

The authors thank the New Zealand Transport Agency for permission to use the “Landmines” advertisement and the Office of Road Safety Western Australia for permission to use the “Enjoy the Ride” television advertisement.

Funding

This research was supported by a Mid-Career Researcher grant from the Queensland University of Technology (QUT), Institute of Health and Biomedical Innovation (IHBI), awarded to Dr. Ioni Lewis.