Fear appeal in traffic safety advertising: the moderating role of medium context, trait anxiety, and differences between drivers and non-drivers

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Wim Janssens; Patrick De Pelsmacker;

<span>The impact was investigated of the intensity of a fear appeal, the valence of the medium context, and the individuals' trait anxiety and personal relevance on the responses of 197 individuals to anti-speeding advertisements. A high level of fear attracts more atte... View more
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