Effects of persuasive communication and group discussions on acceptability of anti-speeding policies for male and female drivers

In an experiment on acceptability of anti-speeding interventions, male and female car drivers were randomly assigned to four information conditions: (C1) combination of neutrally toned written communication and fear appeal anti-speeding tv-spot, (C2) written communication only, (C3) fear appeal anti-speeding tv-spot only, (C4) neither written communication nor fear appeal tv-spot. It was tested whether a first time exposure to these stimuli would produce changes in the acceptability of a reduction in the speed limit of rural access roads from 80 to 60 km/h, and whether after exposure, acceptability would shift resulting from group discussions about the measure. Results showed that fear appeal had counterproductive effects on male but not on female drivers on three indicators of acceptability. For both genders, group discussion shifted attitude ratings in a negative direction. For females, this effect could partially be reduced by neutrally toned knowledge based information.