کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4978647 | 1452899 | 2017 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The effects of anti-speeding advertisements on the simulated driving behaviour of young drivers
ترجمه فارسی عنوان
اثرات تبلیغات ضد سرعت در رفتار رانندگی شبیه سازی رانندگان جوان
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کلمات کلیدی
تبلیغات، تجارب عاطفی، ایمنی جاده، تهدیدات اجتماعی، رانندگان جوان،
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی شیمی
بهداشت و امنیت شیمی
چکیده انگلیسی
Recent examinations of road safety communications, including anti-speeding advertisements, have considered the differential effects of positive and negative emotional appeals on driver behaviour. However, empirical evaluations of anti-speeding messages have largely relied on measures of viewers' reported intentions to comply with speed limits and the self-reported driving behaviour of viewers post-exposure, which might not be indicative of the direct effects that these messages have on real-world driving behaviour. The current research constitutes a first empirical evaluation of different real-world anti-speeding advertisements, as measured by their effects on young drivers' speeding behaviour, using a driving simulator. Licensed drivers (NÂ =Â 116) aged 17-25 years completed driving measures prior to, immediately following, and 7-10Â days after viewing one of four social marketing advertisements. Results indicated that young drivers' average driving speeds were modestly reduced immediately after they viewed an anti-speeding advertisement that depicted social consequences for speeding and employed a positive emotional appeal when compared to an emotion-matched control advertisement; however, this effect was not found for the anti-speeding advertisement depicting a crash. Interestingly, the results based on reported intentions to reduce speeding predicted the opposite pattern of results. However, there was no evidence that the immediate changes to speeding were maintained 7-10Â days later, and prompts during Phase 2 did not appear to have an effect. The implications of these findings for road safety advertisements targeting young drivers are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Accident Analysis & Prevention - Volume 100, March 2017, Pages 65-74
Journal: Accident Analysis & Prevention - Volume 100, March 2017, Pages 65-74
نویسندگان
Bernice R.C. Plant, Julia D. Irwin, Eugene Chekaluk,