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Belief in fate and self-efficacy in road safety advertising based on guilt: An explanation based on negotiable fate

Highlights•We examined the link between belief in fate, guilt, self-efficacy, and road-safety persuasion.•The impact of belief in fate on persuasion is positive and mediated by self-efficacy.•Young drivers are better persuaded by messages inducing high levels of guilt.•Guilt does not moderate the relationship between self-efficacy and persuasion.•The relationship between belief in fate and self-efficacy differs according to the intensity of the guilty stimulus.AbstractThis study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate.Chinese Abstract本研究通过引入可协商命运的概念, 考察了在对命运有高度信念的年轻人群中, 使用负罪感于道路安全广告中的有效性, 并驳斥了命运的信念与无效健康信息之间的正向关系.这种应对方式意味着, 当对命运的信念增强时, 说服力也会增强, 这种关系通过自我效能感感知来运作.也就是说, 当人们接触到基于负罪感的道路安全信息时, 对命运的信念会产生自我效能感, 促使司机关注问题而不是否认问题, 从而产生更高的说服力.目前的研究是对命运信念,自我效能感和遵守基于负罪感的道路安全沟通之间关系的首次实证检验.我们还测试了一个调节-中介模型, 证明自我效能感的中介角色随着在信息中使用更高层次的负罪感而得到加强.研究结果可为非营利性组织和公共机构提供信息以制定未来政策, 促进对命运有高度信心的年轻司机的安全行为提供指导.

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