Switched On: How the Timing of Aversive Content in Traffic Safety Videos Impact Psychophysiological Indicators of Message Processing.
This study investigates how timing of the introduction of unpleasant emotional tone in a traffic safety video impacts the intensity of the viewer's emotional experience. Traffic safety advertising is a multi-million-dollar business in the United States. In many instances, 30–60 s ads are produced to...
| Publicado en: | Health Communication Vol. 34; no. 13; pp. 1663 - 1673 |
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| Autores principales: | , , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
Nov2019
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=139194049&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 139194049 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 10410236 7LW jtl: Health Communication issn: 10410236 maglogo: N pubinfo: dt: Nov2019 vid: 34 iid: 13 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 139194049 139194049 139194049 10.1080/10410236.2018.1517706 139194049 ppf: 1663 ppct: 10 formats: tig: atl: Switched On: How the Timing of Aversive Content in Traffic Safety Videos Impact Psychophysiological Indicators of Message Processing. aug: au: Howell, Marcia Ekman, Diana Stark Almond, Anthony Bolls, Paul affil: Institute of Health and Education, Jönköping University sug: subj: Time Factors Accidents, Traffic Prevention and Control Safety Videorecording Communication Methods Psychophysiology Consumer Attitudes Human Advertising United States Behavioral Changes Repeated Measures Motivation Health Promotion Methods Male Adult Attention Random Assignment Electromyography Colleges and Universities Midwestern United States Analysis of Variance Experimental Studies Adult: 19-44 years Male ab: This study investigates how timing of the introduction of unpleasant emotional tone in a traffic safety video impacts the intensity of the viewer's emotional experience. Traffic safety advertising is a multi-million-dollar business in the United States. In many instances, 30–60 s ads are produced to raise awareness of the consequences of unsafe behaviors with the expectation that simply providing information will motivate safer behaviors. Producing videos intended to generate behavior change requires a complex understanding of what motivates behavior. Behavior change theory, neuroscience, and psychophysiology all provide guidance to improve the persuasive power of traffic safety videos. This study consisted of a 3 (message tone) × 3 (video) × 4 (order) repeated measures within subjects designed experiment. Participants (N = 75) were 20–30-year-old men who were shown nine traffic safety videos. Arousal intensity, attention, and negative emotion were tracked with the psychophysiological measures of skin conductance (measuring intensity of arousal), heart rate (measuring attention paid during the video), and corrugator muscle activation (measuring the negative emotional experience). Videos with three different aversive tones were used, low, high, and videos in which the tone switched from low to high aversive. Aversive tone is defined as stimuli that motivate a desire to escape or avoid something like death or pain. All videos were designed to prevent motor vehicle crashes. The results obtained from this study indicate that when attempting to persuade males aged 20–30 to practice safer driving behaviors, switched message tone appears to be the most effective message design in terms the intensity of emotional arousal and maintenance of attention. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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