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dc.contributor.authorTay, Richard S.
dc.contributor.authorOzanne, Lucie
dc.date.accessioned2011-04-29T02:12:33Z
dc.date.available2011-04-29T02:12:33Z
dc.date.issued2002-02
dc.identifier.citationTay, R. & Ozanne, L. (2002). Who are we scaring with high fear road safety advertising campaigns? Asia Pacific Journal of Transport, 4(Summer 2002), 1-12.en
dc.identifier.urihttps://hdl.handle.net/10182/3476
dc.description.abstractDespite decades of research with mixed results, fear-based public health campaigns continue to be extensively used around the world. This study examined the impact of a fearbased advertising campaign targeted at reducing unsafe driving behaviour and fatal accident rates in New Zealand. We argued that a campaign that used a strong appeal to the emotion of fear would be effective but only among some segments of the population. Using Poisson regression models, we found that fatal accident rates had been reduced among three groups of drivers: female drivers aged between 15 and 24, female drivers aged between 25 and 34, and male drivers aged between 35 and 54. However, the fatal crash rate of the main target audience of the campaign, young male drivers, has not been affected.en
dc.description.sponsorshipThe authors thank Jati Santiono for his research assistance. Support from the Motor Accident Insurance Commission of Queensland is also gratefully acknowledged.en
dc.language.isoenen
dc.publisherQueensland University of Technology and Lincoln University.en
dc.rightsCopyright © The Authorsen
dc.subjectroad safetyen
dc.subjectadvertising campaignen
dc.subjectaccident researchen
dc.subjectfear appealen
dc.subjectPoisson regressionen
dc.subjectmarket segmentationen
dc.titleWho are we scaring with high fear road safety advertising campaigns?en
dc.typeJournal Articleen
lu.contributor.unitDepartment of Business Management, Law and Marketingen
dc.subject.anzsrc090507 Transport Engineeringen
dc.subject.anzsrc140217 Transport Economicsen


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