The Impact of the Source of the Message on Effective Communication Strategy to Enhance Traffic Safety in Fresno County: The Role of Credibility, Trust, Relevance, and Appeal

This research investigates the effectiveness of different messaging sources for messages aimed at inducing safer behaviors among pedestrians, cyclists, and motorists. The framework will be investigated empirically and includes different message sources (governmental vs. nongovernmental; athlete vs. non-athlete celebrity; etc.) and different target audience groups.

Principal Investigator: 

Samer Sarofim

PI Contact Information:

California State University, Fresno


January 2021 to December 2021

Impacts/Benefits of Implementation: 

This research theoretically and experimentally studies the differential effects of message sources on advancing traffic safety, an endeavor that shall benefit the public, transportation authorities, city administrators, and policymakers. This research contributes to creating safer communities and greater opportunities for use of active transportation modes (i.e., biking and walking) by inducing positive behavioral changes to enhance traffic safety via effective messaging. Decision-makers will be able to use the results of the proposed research to effectively allocate the communication effort and spending to induce attitudinal and behavioral change that shall impact the safety of active transportation modes.

Project Number: