QUT ePrints

Who are we scaring with high fear road safety advertising campaigns

Tay, Richard S. & Ozanne, Lucie (2002) Who are we scaring with high fear road safety advertising campaigns. Asia Pacific Journal of Transport, 4(Summer), pp. 1-12.

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 fear-based 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.

Impact and interest:

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

2,310 since deposited on 18 Apr 2007
633 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 7018
Item Type: Journal Article
Additional Information: For more information, please refer to the journal’s website (see hypertext link) or contact the author. Author contact details: r.tay@qut.edu.au
Keywords: Fear appeals, Poisson regression, advertising, market segmentation, road safety
ISSN: 1322-1337
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TRANSPORTATION AND FREIGHT SERVICES (150700) > Road Transportation and Freight Services (150703)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Preventive Medicine (111716)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health Promotion (111712)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Public Health and Health Services not elsewhere classified (111799)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Copyright Owner: Copyright 2002 University of Queensland
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 18 Apr 2007
Last Modified: 09 Jun 2010 22:39

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page