How humor and fear in social advertising affect drivers' intention to change behavior? The case analysis

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dc.contributor.authorAgota, Giedre Raišiene
dc.contributor.authorWymer, Walter
dc.contributor.authorDirginciene, Valda
dc.date.accessioned2021-06-29T18:10:44Z
dc.date.available2021-06-29T18:10:44Z
dc.date.issued2021
dc.descriptionOpen access article. Creative Commons Attribution 3.0 Unported License (CC BY 3.0) appliesen_US
dc.description.abstractThe article aims to add to knowledge of how to more effectively attain favourable marketing outcomes with respect to social marketing communications. This research sought to determine if the type of appeal had a differential influence on changing audience beliefs, audience behavioural change intentions, and audience word-of-mouth intentions. The social marketing problem in this study was unsafe driving practices, specially speeding and driving while tired or sleepy. Using a sample of 365 survey respondents in a repeated measures design, we examined the influence of appeal type on our outcome variables. We then examined the moderation effects of age and gender on the relationship between appeal type and our outcome variables. We also examined the influence of attitude toward the social marketing ad, the respondent’s unsafe driving history, and the respondent’s attention to the social marketing ad. With respect to the moderation effects of age and gender on the relationship between appeal type and our outcome variables, the results were not significant for audience belief change, but they were significant for audience behaviour change intentions; gender (but not age) was significant for audience WOM intentions. Theresearch contributed to the social marketing communication research by examining the influence of appeal type on important and under-researched outcome variables. Ad execution variables were included, such as the audience’s attention to the ad and their attitudes toward the ad. Finally, the effects of various audience characteristics were included in our model, specially age and gender and; most importantly for social marketers, the degree to which audience members engaged in the targeted antisocial behaviour of the research.en_US
dc.description.peer-reviewYesen_US
dc.identifier.citationRaisiene, A. G., Wymer, W., Dirginciene, V. (2021). How humor and fear in social advertising affect drivers' intention to change behavior: The case analysis. Economics & Sociology, 1492), 236-251. https://economics-sociology.eu/files/13S_1135_Raisien%C4%97 et al.pdfen_US
dc.identifier.urihttps://hdl.handle.net/10133/5927
dc.language.isoen_USen_US
dc.publisherCentre of Sociological Researchen_US
dc.publisher.facultyDhillon School of Businessen_US
dc.publisher.institutionMyklos Romeris Universityen_US
dc.publisher.institutionUniversity of Lethbridgeen_US
dc.publisher.institutionMinistry of Health of The Republic of Lithuaniaen_US
dc.publisher.urlhttps://economics-sociology.eu/files/13S_1135_Raisien%C4%97 et al.pdfen_US
dc.subjectSocial marketing communicationsen_US
dc.subjectBehaviour changeen_US
dc.subjectWOMen_US
dc.subjectUnsafe drivingen_US
dc.subjectWord-of-mouth
dc.subject.lcshWit and humor in advertising
dc.subject.lcshSocial marketing
dc.subject.lcshBelief change
dc.titleHow humor and fear in social advertising affect drivers' intention to change behavior? The case analysisen_US
dc.typeArticleen_US
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