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7.5 Conclusion

This thesis represents the first major stage in a continuing program of research that investigates the effect of fear reduction on behaviour change, using the application of fear appeal anti-speeding advertisements and a speed-choice simulation task. The

starting point for this research project was the development and identification of fear patterns within anti-speeding advertisements that entailed a content analysis of

contemporary road safety advertisements, the development of a CRM-dial to capture participants' moment-to moment responses to the advertisements, and a comparison of static and dynamic measures of fear and relief. The second stage of the research included a dependent variable of speed choice - the Video Speed Test (Horswill and McKenna, 1999), to determine the effectiveness of the two main types of fear patterns -fear-only and fear-relief- given repeated exposures. The third stage of the research added several new considerations to the study - electrodermal response (EDR)

measurement, matched-pairs of advertisements, and the Australian Video Speed Test (AVST). The limitations of each study were identified and applied to the subsequent

studies of this thesis, and will also be considered in future studies on this topic area of fear reduction.

The main conclusion from the studies within this thesis is that7ear-re/z'e/(negative reinforcement) pattern advertisements appear to be more effective thanfear-only (punishment) pattern advertisements in reducing speed-choice.


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