Communication engageante et requête problématique: application au domaine de la sécurité routière
Résumé
Introduction. Most studies using the binding communication paradigm aim at obtaining requests whose nature remains essentially pro-social. Objective. The objective of this research is to evaluate the importance of the target of the binding communication strategy (self-centred vs. focused on others) and its greater effectiveness compared to persuasive communication with respect to a counter-attitudinal issue ? reducing the speed of riders of powered two-wheelers (PTW). Method. One hundred and sixteen two-wheeler drivers are randomly placed in four experimental conditions: binding self-centred communication, binding communication focused on others, persuasive communication, and control condition. Results. Binding self-centred communication allows for a greater increase in the behavioural intent of a problematic request compared to binding communication focused on others or persuasive communi-cation. Conclusion. The research prospects proposed as a conclusion call for a broader reflection on the designand evaluation of prevention campaigns using the paradigm of binding communication.
Origine : Fichiers éditeurs autorisés sur une archive ouverte