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Insights into Evaluating Road Safety Advertising Based upon the Step Approach to Message Design and Testing (SatMDT)

Lewis, I, White, K M, Watson, B, Elliott, B

Driver Psychology 1

ARSC conference 2017

This conceptual paper aims to provide an important methodological contribution in regards to evaluating the effectiveness, or persuasiveness, of road safety advertising messages. The methods and measures identified are offered in accordance with recommendations posited within Lewis, Watson, and White's (2016) social-psychological framework of persuasion, the Step approach to Message Design and Evaluation (SatMDT). Insights are offered into how greater confidence may be placed upon conclusions drawn regarding the effectiveness of messages when an array of outcome measures is implemented. These measures must assess both message acceptance and rejection and acceptance should be assessed using both direct and indirect measures.