Improving effectiveness of public service advertisements to prevent texting and driving of American youth

This study examines and explores the interplay of theory (regulatory focus fit and implementation intentions) and emerging technology (interactive advertising and social media ad referrals) to segment viewers more effectively and thus increases the response efficacy of public service advertisements (PSAs). Advertising, in general, and PSAs, in particular, are both entering a new era as traditional delivery platforms (print, TV, and radio) are increasingly giving way to new media (the internet and mobile smartphones), which are more dynamic as they can allow adaptability and interactivity. Using a between-subjects design, this study examined the effects of regulatory focus fit on PSA response from both traditional and interactive delivery methods. Results indicated that regulatory focus ads (promotion focus in a texting and donation context) have a positive effect on attitude toward the ads. Results also indicated that a regulatory focus ad (prevention focus) using an interactive delivery method has a positive effect on behavioral intentions. Implementation intentions analysis also indicated positive results for behavior from PSA outcomes. The findings of this study are expected to be useful for practitioners who are designing PSAs and advertisements to prevent texting and driving.