This 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.
AgrawalN. & DuhachekA. (2010). Emotional compatibility and the effectiveness of antidrinking messages: a defensive processing perspective on shame and guilt. J. Mark. Res., 47, 2, 263–273.
2.
AuE.W.M., ChiuC.Y., ZhangZ.X., MallorieL.A., ChaturvediA., ViswanathanM., & SavaniK. (2012). Negotiable fate: social ecological foundation and psychological functions. J. Cross Cult. Psychol., 43(6), 931–942.
3.
BanduraA. (1994). Social cognitive theory and exercise of control over HIV infection. In DiClementeR. and PetersonJ. (Eds.), Preventing AIDS: Theories and Methods of Behavioral Interventions (pp. 25–59). New York: Plenum.
4.
BaronR.M., & KennyD.A. (1986). The moderator–mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. J. Pers. Soc. Psychol., 51 (6), 1173–1182.
5.
BasilD., RidgwayN., & BasilM. (2008). Guilt and giving: a process model of empathy and efficacy. Psychol. Mark., 25, 1–23.Guilt appeals: the mediating effect of responsibility23121035–1054
6.
BecheurI., & Valette-FlorenceP. (2014). The use of negative emotions in health communication messages: study of the effects of fear, guilt, and shame. Rech. Appl. Mark., 29 (4), 89–109.
7.
BennettR. (1998). Shame, guilt & responses to nonprofit & public sector ads. Int. J. Advert., 17(4), 483–499.
8.
BlockL.G., & KellerP.A. (1997). Effects of self-efficacy and vividness on the persuasiveness of health communications. J. Consum. Psychol., 6 (1), 31–54.
9.
ChengH., SitJ.W., TwinnS.F., ChengK.K., & ThorneS. (2013). Coping with breast cancer survivorship in chinese women: the role of fatalism or fatalistic voluntarism. Cancer Nurs., 36 (3), 236–244.
10.
ChinW.W., Commentary: Issues and Opinion on Structural Equation Modeling, MIS Quar.22 (1), 1998, 7–16
11.
ChinW.W. (2003). A permutation procedure for multi-group comparison of PLS models. Invited presentation, In M. ValaresM. Tenenhaus, CoelhoP., VinziV., and MorineauA. (Eds.), Proceedings of the PLS’03 International Symposium on PLS and Related Methods, 33–43.TenenhausM.
12.
CotteJ., CoulterR.A., & MooreM. (2005). Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent. J. Bus. Res., 58(3), 361–368.
13.
CoulterR.H., & PintoM.B. (1995). Guilt appeals in advertising: what are their effects?. J. Appl. Psychol., 80 (6), 697–705.
14.
De CillisM. (2014), Free Will and Predestination in Iislamic Thought: Theoretical Compromises in the Works of Avicenna, Ghazali and Ibn Arabi, NY, New York: Routledge.
15.
DweckC.S., ChiuC.Y., & HongY.Y. (1995). Implicit theories and their role in judgments and reactions: a word from two perspectives. Psychol. Inq., 6 (4), 267–285.
16.
DuhachekA., AgrawalN., & HanD. (2012). Guilt versus shame: coping, fluency, and framing in the effectiveness of responsible drinking messages. J. Mark. Res., 49(6), 928–941.
17.
ElgaaiedL. (2012). Exploring the role of anticipated guilt on pro-environmental behavior – a suggested typology of residents in france based on their recycling patterns. J. Consum. Mark., 29(5), 369–377
18.
FleiterJ.J, WatsonA., & LennonB. (2010). Exploring the ‘who’ and the ‘how’ of social influences on speeding from a qualitative perspective. Transp. Res. Part F: Traffic Psychol. Behav., 13(1), 49–62.
19.
FornellC. and LarckerD.F., Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, J. Mark. Res.18 (1), 1981, 39–50
20.
FranklinM.D., SchlundtD.G., McClellanL., KinebrewT., SheatsJ., BelueR., … HargreavesM. (2007). Religious fatalism and its association with health behaviors and outcomes. Am. J. Health Behav., 31(6), 563–572.
21.
Gaston-BretonC. & DuqueL. (2015). Utilitarian and hedonic promotional appeals of 99-ending prices the influence of decision-making style. Eur. J. Mark., 49(1/2), 212–237
22.
GullatteM.M., BrawleyO., KinneyA., PoweB., & MooneyK. (2010). Religiosity, spirituality, and cancer fatalism beliefs on delay in breast cancer diagnosis in African American women. J. Relig. Health, 49(1), 62–72.
23.
HairJ.F., HultG.T.M., RingleC.M., & SarstedtM. (2016). A Primer on Partial Least Squares Structural Equation. Modeling (PLS-SEM). Thousand Oaks, CA: Sage.
24.
HaleJ.L. & DillardJ.P. (1995). Fear appeals in health promotion campaigns: too much, too little, or just right. In MaibachE. and ParrotR.L. (Eds.), Designing Health Messages: Approaches from Communication Theory and Public Health Practice. Thousand Oaks: Sage.
25.
HaynieD.L., SollerB., & WilliamsK. (2014). Anticipating early fatality: friends’, schoolmates’ and individual perceptions of fatality on adolescent risk behaviors. J. Youth Adolesc., 43 (2), 175–192.
26.
HenselerJ., RingleC., and SinkovicsR. (2009). The use of partial least squares path modeling in international marketing. Adv. Int. Mark., 20, 277–319.
27.
HenselerJ., DijkstraT.K., SarstedtM., RingleC.M., DiamantopoulosA., StraubD.W., … CalantoneR.J. (2014). Common beliefs and reality about PLS: comments on Rönkkö and Evermann (2013). Organ. Res. Methods, 17(2), 182–209.
28.
HuhmannB.A., & BrothertonT.P. (1997). A content analysis of guilt appeals in popular magazine advertisements. J. Advert., 26(2), 35–45.
29.
HullandJ. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strateg. Manag. J., 20(2), 195–204.
30.
IzardC.E. (1977). Human Emotions. New York, NY: Plenum Press.
31.
KayaniA., KingM.J., & FleiterJ.J. (2011). Fatalism and road safety in developing countries, with a focus on Pakistan. J. Australas. Coll. Road Saf., 22(2), 41–47Fatalism and its implications for risky road use and receptiveness to safety messages: a qualitative investigation in PakistanHealth Edu. Res.27620121043–1054
32.
KingK.W., & ReidL.N. (1990). Fear arousing anti-drinking and driving PSAs: do physical injury threats influence young adults?. Curr. Issues Res. Advert., 12 (1–2), 155–175
33.
KouabenanD.R. (1998). Beliefs and the perception of risks and accidents. Risk Anal., 18, 243–252.
34.
LaTourM.S. & RotfeldH.J. (1997). There are threats and (may be) fear-caused arousal: theory and confusions of appeals to fear and fear arousal itself. J. Advert., 26(3), 45–58.
35.
LazarusR.S. (1991). Emotion and Adaptation. New York, NY: Oxford University Press.
36.
LeeH. & PaekH-J (2012). Impact of norm perceptions and guilt on audience response to anti-smoking norm PSAs: the case of Korean male smokers. Health Educ. J., 72(5), 503–511
37.
LazarusR.S., & FolkmanS. (1984). Stress, Appraisal, and Coping. New York: Springer.
38.
LeungK., & BondM.H. (2004). Social axioms: a model of social beliefs in multi-cultural perspective. Adv. Exp. Soc. Psychol., 36, 119–197.
39.
LewisM. (1993). Self-conscious emotions: embarrassment, pride, shame, and guilt. In LewisM. & HavilandJ. (Eds.), Handbook of Emotions (pp. 563–573). New York: The Guilford Press.
40.
LewisI., WatsonB., TayR., & WhiteK.M. (2007). The role of fear appeals in improving driver safety: a review of the effectiveness of fear-arousing (threat) appeals in road safety advertising. Int. J. Behav. Consult. Therapy, 3(2), 203–222.
41.
LowickiP. & ZajenkowskiM. (2017). Divine emotions: on the link between emotional intelligence and religious belief. J. Relig. Health, 56(6), 1998–2009.
42.
MouradS. & Valette-FlorenceP. (2016). Improving prediction with POS and PLS consistent estimations: an illustration. J. Bus. Res., 69(10), 4675–4684.
43.
Mudd-MartinG., RayensM.K., LennieT.A., ChungM.L., GokunY., WigginsA.T., BiddleM.J., BaileyA.L., NovakM.J., CaseyB.R., & MoserD.K. (2015). Fatalism moderates the relationship between family history of cardiovascular disease and engagement in health-promoting behaviors among at-risk rural kentuckians. J. Rural Health, 31(2), 206–216.
NiederdeppeJ., & LevyA.G. (2007). Fatalistic beliefs about cancer prevention and three prevention behaviors. Cancer Epidemiol. Biomark. Prev., 16(5), 998–1003.
46.
NorenzayanA., & LeeA. (2010). It was meant to happen: explaining cultural variations in fate attributions. J. Pers. Soc. Psychol., 98(5), 702.
47.
O'CassA. and GriffinD. (2006). Antecedents and consequences of social issue advertising believability. J. Nonprofit Public Sector Mark., 15(1/2), 87–104.
48.
O'KeefeD.J. (2000). Guilt and social influence. In RoloffM.E. (Ed.), Communication Yearbook (Vol. 23, pp. 67–101). Thousand Oaks, CA: Sage.
49.
PechmannC., ZhaoG., GoldbergM.E., & ReiblingE.T. (2003). What to convey in antismoking advertisements for adolescents: the use of protection motivation theory to identify effective message themes. J. Mark., 67. 1–18
50.
PetersR. (2005). Crimes and Punishment in Islamic Law: Theory and Practice from the Sixteenth to the Twenty-First Century, New York: Cambridge University Press.
51.
PhillipsR.O., UllebergP., & VaaT. (2011). Meta-analysis of the effect of road safety campaigns on accidents. Accid. Anal. Prev., 43, 1204–1218.
52.
PintoM.B. & PriestS.S. (1991). Guilt appeals in advertising: an exploratory study. Psychol. Rep., 69(October), 375–385.
53.
PlanteT.G., & ShermanA.C., (2001). Faith and Health: Psychological Perspectives. New York: The Guilford Press.
54.
PoundersK., LeeS. & ChungA.D-W (2014). Guilt versus shame appeals: the role of regulatory focus and efficacy in the understanding the effectiveness of distracted driving messages. In CotteJ. & WoodS. (Eds.), Advances in Consumer Research, 42 (pp. 806). Duluth, MN: Association for Consumer Research
55.
PoweB.D., DanielsE.C. & FinnnieR. (2005). Comparing perceptions of cancer fatalism among African American patients and their providers. J. Am. Acad. Nurse. Pract., 17(8), 318–324.
56.
PoweB.D., & FinnieR. (2003). Cancer fatalism: the state of the science. Cancer Nurs., 26, 454–465.
57.
PreacherK.J., & HayesA.F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models, Behav. Res. Methods Instrum. Comput., 36, 717–731.
58.
RakotonirainyA., SchroeterR and SoroA. (2014). Three social car visions to improve driver behavior. Pervasive Mob. Comput., 14, 147–160.
59.
RinggrenH. (1967). Islamic fatalism. Fatalistic Beliefs in Religion, Folklore, and Literature: Papers Read at the Symposium on Fatalistic Beliefs Held at Abo on the 7th-9th of September 1964. RinggrenHelmer (Eds.). Stockholm: Almqvist & Wiksell, pp. 52–62
60.
RobertsR.E., RobertsC.R. and ChenY.R. (1998). Suicidal thinking among adolescents with a history of attempted suicide. J. Am. Acad. Child Adolesc. Psychiatry, 37(12), 1294–1300.
61.
RookK.S. (1987). Effects of case history versus abstract information on health attitudes and behaviors. J. Appl. Soc. Psychol., 17, 533–553.
62.
RotterJ.B. (1966). Generalized expectancies for internal versus external control of reinforcement. Psychol. Monogr., 80, 1–28.
63.
RuiuG. (2012). The Role of Culture and Institutions in Entrepreneurial Selection, Ph. D. dissertation, University of Cassino and Lazio Meridionale, Mimeo.
64.
RuiuG. (2013). The origin of fatalistic tendencies: an empirical investigation, Econ. Sociol., 6(2), 103–125.
65.
RundmoT., & HaleA.R. (2003). Managers’ attitudes towards safety and accident prevention. Saf. Sci., 41(7), 557–574.
66.
ShaabanK., & AbdelwarithK. (2018). Understanding the association between cell phone use while driving and seat belt noncompliance in Qatar using logit models. J. Transp. Saf. Secur. doi:10.1080/19439962.2018.1477895
67.
ShaabanK., GaweeshS., & AhmedM. (2018). Characteristics and mitigation strategies for cell phone use while driving among young drivers in Qatar. J. Transp. Health.86–14
68.
ShaabanK., & HassanH.M. (2017). Underage driving and seat belts use of high school teenagers in Qatar. J. Transp. Saf. Secur., 9(S1), 115–129.
69.
ShaabanK., WoodJ.S., & GayahV.V. (2017). Investigating driver behavior at minor-street stop-controlled intersections in Qatar. Transp. Res. Rec.: J. Transp. Res. Board (2663), 109–116.
70.
SchmaderT., & LickelB. (2006). The approach and avoidance function of guilt and shame emotions: comparing reactions to self-caused and other-caused wrongdoing. Motiv. Emot., 30(1), 42–55.
71.
SchoenbachlerD.D., & WhittlerT.E. (1996). Adolescent processing of social and physical threat communications. J. Advert., 25(4), 37–54.
72.
ShenL., ConditC.M., & WrightL. (2009). The psychometric property and validation of a fatalism scale. Psychol. Health, 24(5), 597–613.
73.
ShepherdS., & KayA.C. (2012). On the perpetuation of ignorance: system dependence, system justification, and the motivated avoidance of sociopolitical information. J. Pers. Soc. Psychol., 102(2), 264.
74.
ShroutP.E., & BolgerN. (2002). Mediation in experimental and nonexperimental studies: new procedures and recommendations, Psychol. Methods, 7(4), 422–445
75.
ŞimşekoğluÖ., NordfjærnT., ZavarehM.F., HezavehA.M., MamdoohiA.R., & RundmoT. (2013). Risk perceptions, fatalism and driver behaviors in Turkey and Iran. Saf. Sci., 59, 187–192.
76.
SnipesR.L., LaTourM.S. and BlissS.J. (1999). A model of the effects of self-efficacy on the perceived ethicality and performance of fear appeals in advertising. J. Bus. Ethics, 19(3), 273–285.
77.
SobhR. and BelkR. (2011). Privacy and gendered spaces in arab gulf homes. Home Cult., 8(3), 317–340.
78.
SouaiaiaA.E. (2007). Reasoned and inspired beliefs: a study of Islamic theology. Muslim World, 97(2), 331–349.
79.
SullivanD., LandauM.J., & RothschildZ.K. (2010). An existential function of enemyship: evidence that people attribute influence to personal and political enemies to compensate for threats to control. J. Pers. Soc. Psychol., 98(3), 434.
80.
TangS., ShepherdS., & KayA. (2014). Do difficult decisions motivate belief in fate? A test in the context of the 2012 U.S. presidential election. Psychol. Sci., 25, 1046–1048.
81.
TangneyJ.P. (1995). Recent advances in empirical study of shame and guilt. Am. Behav. Sci., 38(8), 1132–1146.
82.
TangneyJ.P., StuewigJ., & MashekD.J. (2007). Moral emotions and moral behavior. Annu. Rev. Psychol., 58, 345–372.
83.
TayR. (2005). Mass media campaigns reduce the incidence of drinking and driving. Evid.-based Healthc. Public Health, 9, 1, 26–29.
84.
TayR. & WatsonB. (2002). Changing drivers’ intentions and behaviours using fear-based driver fatigue advertisements. Health Mark. Q., 19(4), 55–68.
TurnerM.M., Mabry-FlynnA., ShenH., JiangH., BoudewynsV., & PayneD. (2018). The effects of guilt-appeal intensity on persuasive and emotional outcomes: the moderating role of sponsor motive. J. Nonprofit Public Sector Mark., 30(2), 134–150.
87.
UngerJ.B., Ritt-OlsonA., TeranL., HuangT., HoffmanB.R., & PalmerP. (2002). Cultural values and substance use in a multiethnic sample of California adolescents. Addict. Res. Theory, 10(3), 257–279.
88.
VargaC.A. (2001). Coping with HIV/AIDS in durban's commercial sex industry. AIDS Care, 13(3), 351–365.
89.
WaltonD., ThomasJ.A., & DravitzkiV. (2004). Commuters’ concern for the environment and knowledge of the effects of vehicle emissions. Transp. Res. Part D, 9, 335–340.
90.
WitteK. (1992). Putting the fear back into fear appeals: the extended parallel process model. Commun. Monogr., 59, 329–349.
91.
WitteK. and AllenM. (2000). A meta-analysis of fear appeals: implications for effective public health campaigns. Health Educ. Behav., 27(5), 591–615.
92.
WuS. (2005). Fatalistic tendencies: an explanation of why people don't save. Contrib. Econ. Anal. Policy., 41458.
