Abstract
The existing empirical research exploring the impact of threat appeals on driver behavior has reported inconsistent findings. In an effort to provide an up-to-date synthesis of the experimental findings, meta-analytic techniques were employed to examine the impact of threat-based messages on fear arousal and on lab-based indices of driving behavior. Experimental studies (k = 13, N = 3044), conducted between 1990 and 2011, were included in the analyses. The aims of the current analysis were (a) to examine whether or not the experimental manipulations had a significant impact on evoked fear, (b) to examine the impact of threat appeals on three distinct indices of driving, and (c) to identify moderators and mediators of the relationship between fear and driving outcomes. Large effects emerged for the level of fear evoked, with experimental groups reporting increased fear arousal in comparison to control groups (r = .64, n = 619, p<.01). The effect of threat appeals on driving outcomes, however, was not significant (r = .03, p = .17). This analysis of the experimental literature indicates that threat appeals can lead to increased fear arousal, but do not appear to have the desired impact on driving behavior. We discuss these findings in the context of threat-based road safety campaigns and future directions for experimental research in this area.
Highlights
Risky and reckless driving behavior is a central concern for law enforcement and road safety agencies world-wide, and is linked to increased road traffic collisions (RTCs), injuries and fatalities
Threat appeals have been widely utilized in road safety advertising campaigns in an attempt to discourage risky driving, and typically present graphic representations of the death and injury that may occur as a result of a RTC
Since a certain level of fear arousal is seen as a prerequisite for threat appeals to work, one aim of the current paper is to examine if and how the included studies measured fear, whether or not the study manipulations had a significant impact on fear, and if emotions other than fear, such as disgust, were controlled for in the included studies
Summary
Risky and reckless driving behavior is a central concern for law enforcement and road safety agencies world-wide, and is linked to increased road traffic collisions (RTCs), injuries and fatalities. The World Health Organisation has estimated that, by 2020, RTCs will be the third largest cause of death worldwide It is unsurprising, that road safety organizations have gone to considerable effort and expense to wage mass-media campaigns aimed at changing driver practice. Threat appeals have been widely utilized in road safety advertising campaigns in an attempt to discourage risky driving, and typically present graphic representations of the death and injury that may occur as a result of a RTC. Despite their prevalence, threat appeals have provoked controversy for both ethical and practical reasons, and their effectiveness as a form of persuasive communication has been questioned [1]. While some papers argue that threat appeals can be highly effective, provided a number of conditions are met [e.g. 2], findings from other studies suggest that they can lead to maladaptive responses, and may even provoke an increase in the risky behavior [e.g. 3,4]
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