COGNITIVE BEHAVIOR THERAPY COMPARE TO CAMPAIGN ADVERTISEMENT PROGRAMS IN REDUCING AGGRESSIVE DRIVING BEHAVIOR

This study was conducted to examine the effectiveness of three intervention programs, i.e. CBT (Cognitive BehaviorTherapy), humor appeal advertisements (positive ads), and fear appeal advertisements (negative ads) in reducingaggressive driving behavior. 196 young adults age between 18–35 years old, who are considered to be at risk inperforming aggressive driving behavior had completed four self report inventories. The four inventories measuresperception on traffic conditions, degree of frustration, anger emotion, and driving behavior. Analysis of mix factorialdesigm shows that CBT intervention program is more effective than the advertising intervention program, particularlyin reducing the degree of frustration and emotional upset. However, no significant difference between humor appeal andfear appeal advertisements in reducing the level of frustration and anger emotion. Moreover, CBT program as well asthe other two advertising intervention programs is not sufficient enough to reduce driving behavior. Based on the A-BCTheory of Emotonal Arousal proposed by Ellis, this result indicates that safety driving behavior (factor C) amongyoung drivers cannot be achieved through these intervention programs, although their belief and emotion (factor B) hasbeen changed. This study implies that other modification behavior technique, i.e. strong penalty from the authority(police) is needed to encourage safer driving behavior of Indonesian young driver.