Improving the effectiveness of anti-texting and driving PSAs: the effect of ad elements on attitude change

独创性 厌恶 心理学 愤怒 感情用事 社会心理学 创造力 社会营销 恐惧上诉 吸引力 价值(数学) 广告 应用心理学 上诉 营销 计算机科学 政治学 业务 机器学习 精神分析 法学
作者
Ilgım Dara Benoit,Elizabeth G. Miller,Elika Kordrostami,Ceren Ekebas‐Turedi
出处
期刊:Journal of Social Marketing [Emerald (MCB UP)]
卷期号:11 (2): 167-186 被引量:7
标识
DOI:10.1108/jsocm-06-2020-0103
摘要

Purpose Public service announcements (PSAs) are frequently used tools to try to change attitudes and behaviors on social issues, including texting and driving, which has been social problem for over a decade. However, the effectiveness of such PSA campaigns often meet with varying degrees of success, suggesting changes to current anti-texting and driving campaigns are needed. This study aims to examine how to design more effective anti-texting and driving PSA campaigns by identifying the elements of existing campaigns that have the strongest impact on attitude change. Design/methodology/approach In total, 682 respondents from Amazon’s Mechanical Turk participated in an online study in which they evaluated 162 real-world anti-texting and driving ads. Respondents evaluated the ads on various ad elements (i.e. type of appeal, source of emotion, discrete emotions and perceived creativity), as well as their attitudes toward the issue after seeing the ad. Findings PSAs that use emotional (vs rational) appeals, evoke emotion through imagery (vs text) and/or use fear (vs disgust, anger or guilt) result in the largest changes in attitude. In addition, more creative PSAs are more effective at changing attitudes. Originality/value Overall, the results provide useful information to social marketers on how to design more effective anti-texting and driving campaigns.

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