Negativity Bias and Driver Identification Predict Risky Driving Intentions When Mortality is Implicitly Salient

• In Event: Motivation

Abstract

Prior efforts to reduce risky driving through media campaigns have not been successful. The present work tested predictions of the terror management health model (TMHM) using moderately or highly intense fear-appeal messages. Participants (N = 84) saw one of four PSAs advocating driving more slowly. Moderated mediation analyses indicated that those lower in negativity bias were more likely to identify with the driver when mortality salience was activated implicitly but not explicitly. In turn, higher driver identification was associated with higher risky driving intentions. This pattern is consistent with a terror management perspective, such that implicit death thoughts activate distal defense strategies in an effort to cope with the existential threat. These findings suggest that risky driving fear appeals should avoid implicit death-related content out of concern that it will trigger defensive processing in those most likely engage in risky driving.

Authors

• Rachel Ralston, The Ohio State University

• Nancy Rhodes, Ohio State University