Wpływ reklamy społecznej na postrzeganie ryzyka zdarzenia drogowego
Influence of public service advertising on traffic accident risk perception

Summary/Abstract: The level of road safety in Poland is one of the lowest in Europe. In the last 10 years education has been recognized as one of the three main areas of intervention under the National Road Safety Programs (NPBRD). It was carried out largely through social advertising and was to lead, inter alia, to raise awareness of road hazards. The aim of the study is to answer the question: Does social advertising through images usage really affect the perception of the risk of a road accident and does this impact depend on the respondents’ previous experiences as a witness or participant in the event? The use of affect and availability heuristics by people in the assessment of risky situations constituted the theoretical frame of the article. The empirical study was carried out by means of a questionnaire sur- vey on a group of 420 respondents divided into three equal groups, the first of which was subjected to negative photos, the second – positive, and the third was a control group. The results of the research clearly confirmed the influence of the presented images on the risk perception of a road accident and partially the change of this influence by previous road experiences. On this basis, practical conclusions were drawn and areas for future research were outlined.

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