Advertising implications and design of messages

Abstract

Purpose – The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising. Design/methodology/approach – The advertisement uses visual imagery and imagery methods to examine key message characteristics. An online survey questionnaire was used to obtain responses of 947 driver perceptions with various personality traits; and the data are explored using multiple linear-regressions. Findings – The findings of the research indicate the importance of using key message characteristics based upon established scientific theory to developing messages, more particularly in road safety and other social marketing campaigns. The role of personality traits and its relevance also appear to be of primary importance and can be used to segment the market; guide message designs and development, as different personality traits are found to be significant for different message characteristics. Research limitations/implications – This research varies from preceding efforts as it examines the influence of personality traits on drivers’ perceptions of messages using established scientific theory, and bridging the gap in the research between two main paths of research with reference to fear-based messages: the process that influences an individual response to key messages; and the influences of personality trait differences on message perceptions. Originality/value – This study extends the knowledge in several essential areas and offers a set of recommendations to assist marketers in developing effective message strategies and segmentation based on personality traits. Besides advancing theory, this study enhances the understanding of how to develop more effective road safety messages that will save lives and prevent injuries.