The effectiveness of narrative communication in road safety education: A moderated mediation model

In: Communications: the European journal of communication research, Band 41, Heft 2

Abstract

AbstractThis study investigated the effectiveness of narrative communication in the applied field of road safety education. A narrative message about the risks of road accidents was compared to a message without elements of storytelling but with a focus on road safety statistics. Novice drivers' evaluation of risk connected to speeding was assessed as the target attitude. Transportation, facilitation of comprehension, and para-social interaction with protagonists were proposed as mediators of the persuasive message impact. Gender was examined as a moderator of the narrativity–attitude relationship. Results of a field experiment (