Message processing of fear-based anti-drink driving advertisements

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Project details

Degree level





M-L Fry


This study examined how young adult novice drivers who differ in 'need for sensation' risk propensity respond to, and process, anti-drink driving advertisements that differ in arousal capacity. The investigation was undertaken in two stages: Stage 1 consisted of focus groups with young people to understand their perceptions, beliefs and experiences of drink driving. Stage 2 was a quantitative study measuring reactions to specific advertisements.

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Supervisors supervising this project

Professor Susan Dann Principal Supervisor

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