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

Question

Quizplus · Accepted Answer

Research in persuasion suggests that messages that evoke a moderate level of fear can be more effective in changing attitudes or behaviors, as they grab attention and highlight the severity of consequences. The commercial with graphic accidents is likely to evoke more fear and, assuming it also provides a clear way to prevent the feared outcome (e.g., driving more carefully), it should be more effective than the one with crash dummies, which might not evoke as strong an emotional response.

A Marketing Firm Has Been Hired to Develop New Advertisements