Ads Portraying Consequences to Others Increase Alcohol Control Policy Support via Empathy and Emotions

• In Event: Communication in Shaping Health Policymaking and Policy Support

Abstract

Anti-drinking and driving public service announcements (PSAs) were edited to either portray consequences of drinking and driving for the driver only or for both the driver and innocent others. The versions of the PSAs that showed consequences to others were more successful at eliciting alcohol-control policy support than the versions showing only consequences to the self. As hypothesized, state empathy and negative emotions were supported as mediators of this relationship. Although negative affect and feelings of empathy for the victims of drunk driving are not pleasant emotions, they appear to play an important role in increasing support for public policies to increase safety without having a negative impact on viewer’s evaluations of the PSA.

Authors

• Melissa M Foster

• Michael D. Slater, The Ohio State U