Who are we scaring with high fear road safety advertising campaigns
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Description
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.
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| ID Code: | 7018 |
|---|---|
| Item Type: | Contribution to Journal (Journal Article) |
| Refereed: | Yes |
| 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 |
| Pure ID: | 60083434 |
| Divisions: | Past > QUT Faculties & Divisions > Faculty of Health Past > Institutes > Institute of Health and Biomedical Innovation Current > Research Centres > CARRS-Q Centre for Future Mobility |
| Copyright Owner: | Copyright 2002 University of Queensland |
| Copyright Statement: | Reproduced in accordance with the copyright policy of the publisher. |
| Deposited On: | 18 Apr 2007 00:00 |
| Last Modified: | 03 Mar 2024 18:35 |
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