Young females' attention toward road safety images: An ERP study of the revised reinforcement sensitivity theory

ABSTRACT

Objective: This study examined whether reward and punishment sensitivities, as conceptualized by Gray and McNaughton's revised reinforcement sensitivity theory (RST), influenced young female drivers' attention toward a series of positive and negative antispeeding advertisement images. Young females' increasing crash risk is associated with their engagement in risky behaviors, which, in turn, has been associated with a stronger behavioral approach system (BAS; sensitive to rewards). It was predicted that individuals with a stronger BAS would elicit larger N100 and N200 mean amplitudes (reflecting greater attention) toward the positive images. Similar associations were predicted in relation to the fight–flight–freeze system (FFFS; sensitive to punishments) for negative images.

Method: Twenty-four female drivers (17–25 years; final N = 16) completed Corr-Cooper's RST-Personality Questionnaire, prior to undergoing an event-related potential computerized visual task (i.e., oddball paradigm) that included positive, negative, and neutral images as targets against checkerboard image distractors.

Results: Contrary to expectations, individuals with a stronger BAS (Reward Reactivity and Impulsivity) demonstrated significantly larger N200 mean amplitudes at the Cz electrode site on presentation of the negative images than those with a weaker BAS. No other significant RST effects were found.

Conclusions: These findings provide some preliminary objective support for the use of negative emotion-based road safety advertisements for young females. Further, this study provides support for using psychophysiological measures to enhance understanding of traffic injury persuasion.

KEYWORDS:

• Young adults
• speeding behavior
• reinforcement sensitivity theory
• road safety advertising
• attention

Acknowledgments

The authors thank the Transport Accident Commission (TAC) of Victoria, Australia, for permission to use the still images from their road safety campaigns. The authors also acknowledge Sara Berndt of QUT for her assistance with the ERP programing and Kaylin Duffield of QUT for her assistance with data collection.