the health belief model ( Rosenstock, 1966) or the protection motivation theory ( Rogers, 1975). Other models that share many similarities with the EPPM would be e.g. Existing theories such as the extended parallel process model (EPPM) ( Witte, 1992) exist that can guide message design of fear appeals. To change road user behaviour, negative emotional appeals including fear appeals have been commonly used as a message design technique in road safety campaigns ( Guttman, 2014 Tay and Watson, 2002). The dark figure of mobile phone-related road traffic collisions is expected to be significantly higher than the official figures state ( Department for Transport, 2015 Ige et al., 2016). In the UK, mobile phone use by drivers caused 423 road traffic collisions in 2018, resulting in 26 deaths, 95 seriously injured and 539 slightly injured road users ( Department for Transport, 2019a, 2019b). A prevalent and serious phenomenon resulting in impaired driving behaviour and increased crash risk is distracted driving due to mobile phone use ( Strayer and Johnston, 2001 Strayer and Drew, 2004 Lipovac et al., 2017). They are widely used in the road safety context and are an effective measure to change different types of road user behaviours ( Elder et al., 2004 Phillips et al., 2011 Tay, 2005). The full terms of this licence may be seen at Īimed at voluntary behaviour change of individuals, downstream social marketing campaigns play a vital role in addressing and reducing public health issues. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2020, Svenja Diegelmann, Katharina Ninaus and Ralf Terlutter.
0 kommentar(er)
