Title
Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance Fear, threat and efficacy in threat appeals: message involvement as a key mediator to message acceptance
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York, N.Y. ,
Subject
Economics
Source (journal)
Accident analysis and prevention. - New York, N.Y.
Volume/pages
41(2009) :2 , p. 276-285
ISSN
0001-4575
ISI
000264577000010
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
In a sample of 170 youngsters, the effect of two versions of a public service announcement (PSA) threat appeal against speeding, placed in four different contexts, on evoked fear, perceived threat (severity and probability of occurrence), perceived response efficacy and self-efficacy, message involvement and anti-speeding attitude and anti-speeding intention is investigated. Evoked fear and perceived threat and efficacy independently influence message involvement. Message involvement is a full mediator between evoked fear, perceived threat and efficacy perception on the one hand, and attitudes towards the message and behavioral intention to accept the message on the other. Speeding experience has a significantly negative impact on anti-speeding attitudes. Message and medium context threat levels and context thematic congruency have a significant effect on evoked fear and to a lesser extent on perceived threat
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