음주운전 예방 광고의 메시지 지향성과 위험제시형식이 음주운전 태도와 의도에 미치는 영향 : 감정의 매개 역할

초록

Although drunk driving is a serious social issue, scientific evidence for the effectiveness of drunk driving prevention messages is limited. To develop messages that may effectively prevent drunk driving, this study analyzed how message features (message orientation, risk presentation format) in public service advertisements on drunk driving affect attitudes and intentions, and which mechanisms lead to their effectiveness. An online survey experiment was conducted with a 2 message orientation (self- versus other-orientation) × 2 risk presentation format (frequency versus probability) between-subjects design. A total of 520 cases were analyzed using ANCOVA and PROCESS Model 4. Results show that other-oriented messages generated a higher level of fear and lower drunk-driving attitudes and intentions than did self-oriented messages. Moreover, other-oriented messages affected drunk-driving attitudes and intentions via fear rather than guilt. As for risk presentation format, no evidence was found for direct, indirect, or interaction effects on drunk-driving attitudes and intentions. Among the theoretical and practical implications discussed, one is that practitioners should develop drunk-driving prevention messages that are oriented toward others and generate a high level of fear.

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