Research Papers

Reckless Driving Scenes in Movies and Anti-Speeding Advertisements: Main and Interactive Effects on Young Male Drivers

Filename 13.pdf
Filesize 181 KB
Version 1
Date added May 26, 2013
Downloaded 2 times/fois
Category 2013 CMRSC XXIII Montréal
Tags Session 9B
Author/Auteur Linda Lemarié, Jean-Charles Chebat, François Bellavance

Abstract

This paper explores the priming effect of reckless driving in movies on young male drivers and the ability of anti-speeding advertisements to counterbalance this effect. The first experiment shows that subjects exposed to the presence (vs absence) of reckless movie driving scenes believe more that reckless drivers have a high level of self-confidence. The second experiment tests the interactive effects of reckless movie driving scenes and anti-speeding advertisements showing negative features of reckless drivers. It shows that anti-speeding ads counterbalance the effects of reckless driving scenes on young male drivers’ positive beliefs about reckless drivers and attitudes toward reckless driving. The results support the priming effect of reckless driving scenes in movies and prove that young male drivers’ beliefs can be effectively repositioned through an appropriate communication road safety strategy. This research is the first one to test the effects of anti-speeding ads in competitionwith contradictory messages delivered by media.

Linda Lemarié, Jean-Charles Chebat, François Bellavance