Research@Lincoln
    • Login
     
    View Item 
    •   Research@Lincoln Home
    • Faculty of Agribusiness and Commerce
    • Department of Global Value Chains and Trade
    • View Item
    •   Research@Lincoln Home
    • Faculty of Agribusiness and Commerce
    • Department of Global Value Chains and Trade
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Advertising and road safety: a segmentation approach

    Tay Richard, S.; Ozanne Lucie; Santiono Jati
    Abstract
    This paper evaluates the effectiveness of a paid advertising campaign on reducing the fatal accident rates in New Zealand using Poisson regression models. The campaign is aimed at changing attitudes towards dangerous driving by focusing on the dramatic consequences of such behaviour and uses a strong appeal to the emotion of fear to achieve the objectives of the campaign. Although other researchers have found that this campaign was not effective in changing behaviour, we argue that a campaign that uses such a strong appeal to fear will be effective but only among some segments of the population. We find that fatal accident rates in New Zealand, related to alcohol, drugs and speed, have been reduced among male drivers aged 15-24, 25-34 and 35-54 and female drivers aged 25-34.... [Show full abstract]
    Keywords
    road safety; advertising campaign; accident research
    Date
    2000
    Type
    Conference Contribution - Published (Conference Paper)
    Collections
    • Department of Global Value Chains and Trade [212]
    Share this

    on Twitter on Facebook on LinkedIn on Reddit on Tumblr by Email

    Thumbnail
    View/Open
    advertising_and_road_safety.pdf
    Metadata
     Expand record
    Copyright © The Authors
    This service is managed by Learning, Teaching and Library
    • Archive Policy
    • Copyright and Reuse
    • Deposit Guidelines and FAQ
    • Contact Us
     

     

    Browse

    All of Research@LincolnCommunities & CollectionsTitlesAuthorsKeywordsBy Issue DateThis CollectionTitlesAuthorsKeywordsBy Issue Date

    My Account

    LoginRegister

    Statistics

    View Usage Statistics
    This service is managed by Learning, Teaching and Library
    • Archive Policy
    • Copyright and Reuse
    • Deposit Guidelines and FAQ
    • Contact Us