.... Design/methodology/approach This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure...

... with protection, danger control is expected with HSO individuals: Social marketing Protection motivation theory Message framing Self-efficacy Fear appeals Extended parallel process model Self affirmation Threat orientation model Behaviour/attitude This research seeks ways of reducing...