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Belief in fate and self-efficacy in road safety advertising based on guilt: An explanation based on negotiable fate

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  • Becheur, Imene
  • Guizani, Haithem
  • Shaaban, Khaled

Abstract

This study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate.

Suggested Citation

  • Becheur, Imene & Guizani, Haithem & Shaaban, Khaled, 2019. "Belief in fate and self-efficacy in road safety advertising based on guilt: An explanation based on negotiable fate," Australasian marketing journal, Elsevier, vol. 27(4), pages 233-241.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:4:p:233-241
    DOI: 10.1016/j.ausmj.2019.06.004
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    References listed on IDEAS

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    Cited by:

    1. Junjun Cheng & Yimin Huang & Bo Chen, 2024. "Are We Becoming More Ethical Consumers During the Global Pandemic? The Moderating Role of Negotiable Fate Across Cultures," Journal of Business Ethics, Springer, vol. 191(4), pages 757-776, May.
    2. Muhammed Bilgehan Aytaç, 2024. "Fatalism and donation intention: who is more in control of their own life?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 295-311, June.
    3. Nguyen, Hoang Sinh & Laufer, Daniel & Krisjanous, Jayne, 2020. "The effectiveness of guilt and shame appeals on health communications: The moderating role of self-construal and personal cultural orientation," Australasian marketing journal, Elsevier, vol. 28(4), pages 310-324.

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