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“Aggressive driving is carried out with the deliberate intent to cause harm.” Pioneer scholar Chenxu offers this definition as a way of framing his study and differentiating its subject from risky driving and road rage. Aggressive driving behaviors include tailgating, obscene gesturing, and running red lights. Chenxu’s study is a limited, preliminary experiment to discover if targeted advertising can change drivers’ attitudes or intentions about their own aggressive driving. He designed a scenario that was “deemed believable and effective in inducing frustration,” and then created five ads to try to persuade drivers to drive more responsibly: one unframed, two gain-framed, and two loss-framed. None of the ads was persuasive in changing two of the attitudes that he tested: drivers’ attitudes toward aggressive driving and their evaluation of the ads. However, one gain-framed ad designed to show the removal of an undesirable outcome (a video ad showing a fatal crash involving the driver, a passenger, and other road users) was most persuasive in changing viewers’ intentions to drive aggressively. Chenxu concludes by noting that governments might move beyond regarding advertising solely as the province of marketers selling products, and instead consider it a low-cost option for increasing road safety. To learn more and to read Chenxu’s research paper, click on the link in our profile and select “The Pioneer Research Journal,” 2023 edition. #Research #Business #Marketing #Psychology #Driver

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