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AuthorBecheur I.
AuthorGuizani H.
AuthorShaaban K.
Available date2020-04-01T09:45:59Z
Publication Date2019
Publication NameAustralasian Marketing Journal
ResourceScopus
ISSN14413582
URIhttp://dx.doi.org/10.1016/j.ausmj.2019.06.004
URIhttp://hdl.handle.net/10576/13749
AbstractThis study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate. - 2019 Australian and New Zealand Marketing Academy
Languageen
PublisherElsevier Australia
SubjectBelief in fate
Guilt
Moderated-mediation
Negotiable fate
Road safety
Self-efficacy
TitleBelief in fate and self-efficacy in road safety advertising based on guilt: An explanation based on negotiable fate
TypeArticle
Pagination233-241
Issue Number4
Volume Number27


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