...Svenja Diegelmann; Katharina Ninaus; Ralf Terlutter Purpose The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design...

.../approach The hypotheses were tested through a 2 (reckless driving scenes vs control) × 2 (road safety advertising vs control) online experiment with 151 young male drivers. Findings Reckless driving scenes in action movies prime a positive image of reckless drivers which impacts young male drivers...

... road safety in general; perceptions about what were good driving behaviours and attitudes towards driving; and social norm influences on driving behaviours. The researchers were sensitive to the possibility that in asking participants to describe driving behaviours, they might inadvertently...