Does a Foreign Language Influence the Emotionality and Effectiveness of Traffic Safety Campaigns?

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2023-06-09

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en

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The aim of the present study was to investigate whether persuasive messages in a native language arouse more emotions than in a foreign language and whether fear or sadness appeals are more effective in persuasive traffic safety communication. In an experiment, 174 native German participants rated their emotionality after exposure to a persuasive poster concerning texting while driving and were asked about their attitudes and behavioural intentions. Findings showed that neither language nor type of appeal influenced emotionality, attitudes, or behavioural intentions. This suggests that a native language does not necessarily always arouse more emotions than a foreign language and thus globalization of such campaigns may be efficient. Furthermore, the findings imply that multiple appeal types can be equally effective. However, conclusions must be drawn with caution since general low emotionality of participants is likely to have impacted the results.

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