Persuasive Public Safety Communication: Do foreign languages and type of appeal influence perceived emotionality, attitude towards the issue of texting while driving, and behavioural intention?
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2023-06-09
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en
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As a result of globalisation, many people now speak more languages than just their mother tongue. However, whether emotional arousal is equally evoked in a foreign language and the native language has been a topic for linguistic researchers. This study investigated the foreign language effect on native German speakers through persuasive texting-while-driving stimuli. The 2x2 experiment presented posters in either German (L1) or English (L2) and with either fear or sadness appeal to 174 participants and addressed their emotionality, attitude towards the issue and behavioural intention. No significant differences were found for the factor language. However, the fear appeal aroused participants more than the sadness appeal. No effect of either factor was found for attitude towards the issue or behavioural intention. The study presents new insights for road safety advertisers as the choice of German or English is minor, while fear might arouse participants more emotionally.
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