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Full-Text Articles in Social and Behavioral Sciences
Predicting The Effectiveness Of Anti-Speeding Tv Advertisements By Skin Conductance Response (Scr), Jennifer Thornton, John R. Rossiter
Predicting The Effectiveness Of Anti-Speeding Tv Advertisements By Skin Conductance Response (Scr), Jennifer Thornton, John R. Rossiter
John Rossiter
The purpose of this study is to determine whether the Hopkins and Fletcher (1994) ad-testing measure - which uses skin conductance response (SCR) to predict the effectiveness of sales messages for commercial products and services - would be similarly predictive for road safety ads. The predictive ability of SCR was tested on four pairs of anti-speeding ads using a behavioural dependent measure of speed choice. Overall, there was a weak correlation between SCR scores and speed choice scores (r = -.116, p < .10), and this was largely due to a strong correlation for one of the eight ads tested Further …
Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter
Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter
John Rossiter
An advertising experiment was conducted to test the advertising wearout of four anti-speeding ads, each with varying underlying "patterns" of fear arousal. The patterns of fear were established beforehand by using a dial designed to track viewers’ reactions in terms of tenseness felt. The advertising experiment involved 284 participants from a first-year University marketing class. Four experimental groups were exposed to the same antispeeding ad each week, for three sequential weeks. Measures were obtained, via a questionnaire, of the participants’ attention paid to the ad, expected effect on speeding behaviour, emotions felt, perceptions of the relevance, believability, realism of the …