Shock Tactics in Road Safety Spots and Fading Memory Effects for Risk Awareness Information

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Motor vehicle crashes are a serious cause of death around the world. Seat-belt use is
beneficial because it substantially reduces the risk of injuries and fatalities.
Consequently, mediated health-communication campaigns (MHCCs) have been used
to promote seat-belt use. Especially, shock appeals that deliberately startle the
audience have often been utilized to gain attention and encourage cognitive
processing. We investigated whether the temporal delay between the shocking event
and the presentation of risk awareness information within a commercial influenced
memorizing. We utilized a 2 (shock tactic: no, yes) x 5 (temporal delay in the
presentation of risk awareness information 0, 2, 4, 6, or 8 seconds after the shocking
event) factorial experimental design. A television commercial promoting seat-belt use
among children in rear seats was used as the health communication stimulus. Analysis
indicated that the shocking event improved memory only when the risk awareness
information was presented immediately after the shocking event. Implications for
research and campaigners are discussed.

Authors

• Florian Arendt, U of Munich (LMU)

• Hans-Bernd Brosius, Ludwig Maximilian U Munich

• Alessia Coschignano, Ludwig Maximilian U of Munich