Texting while Driving: The Foreign Language Effect in Emotional and Rational Persuasion.
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2023-06-09
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en
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English has become the lingua franca for all over the world, and the same goes for the area of persuasive communication and advertising. For many people, English has become an L2, and it is often used in advertising campaigns in large cities or international settings. The current study set out to investigate whether there is an effect of language (L1/L2) and argument type (fear appeal/rational appeal) on emotionality, attitude, and behavioural intention for road safety advertising messages about texting while driving. Participants were asked to look at English or German and fear or rational stimulus materials in a 2x2 between-subjects design experiment and fill in a questionnaire. Results of this study indicate that there was no significant effect of language or argument type on emotionality, attitude, and behavioural intention. Recommendations for further research and practical applications are presented in the paper.
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