Positive versus negative messaging in discouraging drunken driving: Matching behavior consequences with target groups

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.
Teng et al


  • A positive message was more persuasive when financial consequences of driving under the influence of alcohol (DUI) were highlighted; a negative message was more persuasive when nonfinancial conseque

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