[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2019.19.08.137

Persuasive Effects of Message Framing and Source on the Attitudes and Behavior Intention for Drunk Driving Prevention: Focusing on Vietnamese Motorbike Driver

Nguyen, Thanh-Mai (숙명여자대학교 홍보광고학과)
Ha, Ji-Young (숙명여자대학교 홍보광고학과)
Jo, Sam-Sup (숙명여자대학교 홍보광고학과)

Publication Information

The Journal of the Korea Contents Association / v.19, no.8, 2019 , pp. 137-150 More about this Journal

Abstract

In this study, we investigated the joint effects of message framing (profit vs. loss) and source type (celeb vs. general) on the persuasive effectiveness of mass media campaign to prevent drunk driving. As a result of conducting an experimental study on 218 motorcycle drivers in Vietnam, the main effects of message framing were not significant, but the interaction effect with the type of information source consistently influenced the attitude toward the advertisement, the drunk driving prevention, and the behavior intention Specifically, it is more persuasive to send a message by a general model rather than an celebrity when the loss framing method is used while it is more persuasive to send a message by a celebrity model than a general model when the gain framing is used. This study therefore provided valuable information and practical implication to the National Traffic Safety Committee of Vietnam for establishing a campaign to prevent drunk driving. In addition, this research also has valuable theoretical implication because it examines the effect of drunk driving prevention campaign on the attitude toward not only advertisement and the drunk driving prevention but also the behavior intention.

Keywords

Drunk Driving Prevention; Message Framing; Information Source;

Citations & Related Records

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