Switched On: How the Timing of Aversive Content in Traffic Safety Videos Impact Psychophysiological Indicators of Message Processing.

This study investigates how timing of the introduction of unpleasant emotional tone in a traffic safety video impacts the intensity of the viewer's emotional experience. Traffic safety advertising is a multi-million-dollar business in the United States. In many instances, 30-60 s ads are produced to raise awareness of the consequences of unsafe behaviors with the expectation that simply providing information will motivate safer behaviors.