Messages

Message 1 is a fear-inducing message using the four components. The message states that "Driving stupid can really make you look bad." If you don't want to look bad, don't drive stupid. using cell phones is a means of driving stupid. If you want to look good, don't talk on the cell phone while driving.

Message 2 is a simple message with distractors (random images and animated clip art) designed to induce peripheral route processing. The message is simple: poor driving can increase irritability, inattentiveness and frustration, and increase the likelihood of an accident. The surrounding images either refer to the message in some way or do not. Either way, the surrounding images can be distracting to the viewer grasping the message.


Message 3 is a two-sided message designed to appeal to central route processing. One side says driving with cell phones are okay (the image of the happy girl talking on the phone in the driver's seat), while the other side says that driving with cell phones can be dangerous and hazardous (the image of the victim being taken out of the crushed car). While cleary driving and talking with friends can be fun, the consequences are not.