• The Journal of the Convergence on Culture Technology
• /
• v.10 no.3
• /
• pp.321-327
• /
• 2024

Out-of-home (Out-of-Home) advertising can be an effective means of delivering messages for preventing drowsy driving, given that it is exposed at locations and times where vehicle traffic occurs. This study investigated the influence of message framing of drowsy driving prevention OOH advertising and regulatory focus on the intention to drowsy driving prevention behaviors by an experimental study targeting 200 university students. The results showed an interaction effect between message framing and regulatory focus on the intention to drowsy driving prevention behaviors. While no significant differences were observed in the intention to drowsy driving prevention behaviors based on regulatory focus for positively framed messages, for negatively framed messages, a higher intention was observed when the prevention focus group rather than promotion focus group. This study focuses on two key areas: how messages are crafted (message framing) and the characteristics of the people who receive them (regulatory focus). By exploring these aspects, it provides valuable theoretical and practical knowledge. Essentially, it opens doors for creating message strategies that are finely tailored to suit the preferences of the audience. This advancement is vital for researchers and practitioners as it enhances the effectiveness of communication efforts.