THE EFFECTS OF EXPOSURE TO ADVERTISING CAMPAIGN "STOP ACCIDENTS" ON DRIVERS’ PERSONALITY TRAITS
MIHAELA CHRAIF, ALEX STEFAN
University of Bucharest,
Faculty of Psychology and Education Sciences
The present research highlights the impact of the “Stop accidents” campaign on personality traits: sense of social responsibility, self-control, emotional stability, adventurousness and need for excitement. This represents the first part of the two researches performed by means of the “Stop accidents” campaign, and is focused on highlighting the possible differences between the perceptions over the four personality traits, by the participants of the two groups. Method: The participants were 64 students of the Faculty of Psychology and Education Sciences, University of Bucharest. Instrument: Inventory of Driving related Personality traits, IVPE (Vienna Test System, 2012). The results confirm the first hypothesis, according to which the experimental group, which was exposed to the “Stop accidents” campaign, obtained smaller scores (statistically significant) in comparison to the control group on Emotional stability (39.59<59.72; p=.005<.01). Conclusions: advertising campaigns can influence certain behaviors specific to personality traits, but it is important to check, in future researches, the possible links with age, gender, educational level and provenience environment.
Keywords:sense of social responsibility, self-control, emotional stability, adventurousness and need for excitement.
FULL TEXT: download PDF...