dc.contributor.author | Tay, Richard S. | |
dc.contributor.author | Ozanne, Lucie | |
dc.date.accessioned | 2011-04-29T02:12:33Z | |
dc.date.available | 2011-04-29T02:12:33Z | |
dc.date.issued | 2002-02 | |
dc.identifier.citation | Tay, 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.uri | https://hdl.handle.net/10182/3476 | |
dc.description.abstract | Despite 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.sponsorship | The authors thank Jati Santiono for his research assistance. Support from the Motor
Accident Insurance Commission of Queensland is also gratefully acknowledged. | en |
dc.language.iso | en | en |
dc.publisher | Queensland University of Technology and Lincoln University. | en |
dc.rights | Copyright © The Authors | en |
dc.subject | road safety | en |
dc.subject | advertising campaign | en |
dc.subject | accident research | en |
dc.subject | fear appeal | en |
dc.subject | Poisson regression | en |
dc.subject | market segmentation | en |
dc.title | Who are we scaring with high fear road safety advertising campaigns? | en |
dc.type | Journal Article | en |
lu.contributor.unit | Department of Business Management, Law and Marketing | en |
dc.subject.anzsrc | 090507 Transport Engineering | en |
dc.subject.anzsrc | 140217 Transport Economics | en |