Engineering Commons^™

Effective Communication Message Strategy For Enhancing Traffic Safety In Fresno County: The Role Of Time Horizon, Regulatory Focus, And Perceived Personal Control, Samer Sarofim

Mineta Transportation Institute Publications

This research empirically investigated the differential effect of message framing on message recipients’ attitudes and intended behaviors related to pedestrian, cyclist, and motorist traffic safety practices. The framework empirically investigated time horizon (expansive vs. limited) and regulatory focus (prevention vs. promotion) message framing.

The time horizon in the message can make someone either think of the future (expansive) or the present (limited). For example, an expansive time horizon message communicates that life is long and directs the focus on the future. On the contrary, a limited time horizon message communicates that life is short and directs the focus on the …