A marketing firm has been hired to develop new advertisements for the "Safe and Sober" campaign.The goal of the campaign is to persuade people to drive more carefully.The firm is considering two different television commercials.One commercial shows graphic accidents with actual accident victims; the other shows controlled collisions with plastic crash dummies.Based on the research into factors which influence persuasion,you should predict that

Question

Quizplus · Accepted Answer

Research suggests that fear-arousing messages are more effective when they are moderately strong, and the commercial with the graphic accidents is likely to arouse more fear than the one with the plastic crash dummies. However, it is important to note that fear alone may not be sufficient for lasting behavior change, as people may also need to feel that they have the ability to change their behavior and that the recommended action is feasible and effective.

A Marketing Firm Has Been Hired to Develop New Advertisements