음주운전에 관한 교통정책: 비즈니스 이론의 적용

This research compared restriction with education in context of the prevention for drunk driving. Blind restriction may induce backfire effects, or thoughtless generosity also may do second convictions. Therefore proper restriction and desirable education are needed. This study explored the proper message of restriction vs. education in accordance with segmentation of stimulus-seeking and self-esteem variable. In results, the effectiveness of message depended on the segment of participants’ characteristic tendency. Specifically, low stimulus-seeking and high self-esteemers ranked lower mark of drunk driving in case of education message rather than restriction, however, both low stimulus-seeking and low self-esteemers did, vice versa. The mediator was suggested as affect fit. This point pointed on effectiveness of fit between affect and message. High self-esteemers with drunk driving might get guilty, so education message would hit them positively because of offsetting their negative affect. Low self-esteemer, in the other hand, might have fear, so restriction message would hit. In result, this viewpoint was supported statistically.