Abstract
ABSTRACT Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising. Most messages have struck a negative tone and resorted to fear appeals, which have limitations and can be ineffectual under certain conditions or for certain target groups of people. In other domains, researchers have shown that a positive message can be more powerful and effective than a negative message. This research focuses on the relative persuasiveness of positive versus negative antidrunk-driving messages and examines the effectiveness of highlighting different types of consequences of drunk driving.
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