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dc.contributor.authorSantiono Jatien
dc.date.accessioned2010-09-15T23:46:22Z
dc.date.issued1999en
dc.identifier.urihttps://hdl.handle.net/10182/2526
dc.description.abstractIn effort to reduce the road toll, the Land Transport Safety Authority (LTSA) initiated a safe driving advertising campaign in October 1995. The safe driving campaign is a part of Supplementary Road Safety Package (SRSP) of the LTSA and focussed on alcohol-impaired driving and speeding. It was later supplemented by the rural driving and seat belt use campaign. The campaign is aimed at changing the attitude towards dangerous driving, the advertisements tend to focus on the dramatic consequences of dangerous driving, and use the fear appeal approach to achieve their objective. Separate poisson regression models were developed to represent different segments of aged groups and gender. There had been significant reductions in alcohol, drug, and speed related fatal accidents only for male drivers aged 15-24, 25-34, 35-54; and female drivers aged 25-34 after the introduction of the LTSA's safe driving advertising campaign. These mixed findings of use of fear appeal on the safe driving campaign are expected due to the basic preposition that different people fear different things.en
dc.language.isoenen
dc.publisherLincoln Universityen
dc.subjectadvertising campaignen
dc.subjectfear appealen
dc.subjecttraffic accidentsen
dc.subjectroad tollen
dc.subjectdangerous drivingen
dc.subjectdrink drivingen
dc.subjectNew Zealanden
dc.titleThe impact of safe driving advertising campaign on fatal accident rates in New Zealanden
dc.typeThesis
thesis.degree.grantorLincoln Universityen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Commerce and Managementen
lu.contributor.unitLincoln Universityen
dc.rights.accessRightsDigital thesis can be viewed by current staff and students of Lincoln University only. Print copy available for reading in Lincoln University Library. May be available through inter-library loan.en
pubs.organisational-group/LU
pubs.publication-statusPublisheden


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