Fear Appeal in Traffic Safety Advertising: The moderating role of medium context, trait anxiety, and differences between drivers and non-drivers

Abstract

The impact was investigated of the intensity of a fear appeal, the valence of the medium context, and the individuals' trait anxiety and personal relevance on the responses of 197 individuals to anti-speeding advertisements. A high level of fear attracts more attention. A negative valence context leads to a more positive anti-speeding attitude. The most important moderating effect of trait anxiety is that the attitude is more positive when low-anxiety individuals are exposed to high fear appeals in a context with negative valence than in a positive context. These results were largely replicated for drivers, but not for non-drivers for whom there was only an attention-getting effect of high fear appeal. Theoretical and practical implications for anti-speeding campaigning are discussed.