Employing humour and celebrities to manipulate passengers’ attention to pre-flight safety briefing videos in commercial aviation

Passengers’ attention to the pre-flight safety briefing video prior to commercial flights has been described as poor, at best. This has resulted in some airlines employing creative marketing techniques such as using humour or celebrities to improve passenger’ attention to the material. The effectiveness of such techniques remains unknown and therefore was the main aim of the present research. 45 participants were randomly divided into three...