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Psychology Colloquia

27  November 2007

Title

"Examining anti-drinking and driving public service announcements: Are there differences in perception based on message type and viewer characteristics?"
 

Speaker

Annesa Flentje Santa, MA, MS is a graduate student in the clinical psychology program at the University of Montana. Her primary research interests include lesbian, gay, bisexual, and transgender issues in therapeutic settings and substance abuse. Her academic supervisor is Dr. Bryan Cochran.
 

Time & Venue

4:10pm GBB L14.
 

Abstract

The potential effectiveness of different types of anti-driving under the influence (DUI) Public Service Announcements (PSAs) was examined in a sample comprised of both psychology students and individuals who were mandated to treatment following a DUI offense. The empathy, fear, and informational PSA approaches were examined. There were differences between the empathy, fear, and informational approaches in both perceived effectiveness and negative affect evoked. Less experience with DUI, lower sensation seeking, and readiness to change were examined as predictors of perceived effectiveness of anti-DUI PSAs, with all of these variables emerging as good predictors of higher perceived effectiveness. This study has implications for future PSA research as well practical implications in guiding future PSA development.

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last revised November 21 2007

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