Advertising and road safety: A segmentation approach
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Description
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.
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| ID Code: | 8411 |
|---|---|
| Item Type: | Contribution to conference (Paper/Presentation) |
| Refereed: | No |
| Additional Information: | The contents of this proceeding can be freely accessed online via the journal’s web page (see hypertext link). |
| Pure ID: | 57195180 |
| Divisions: | Past > QUT Faculties & Divisions > Faculty of Health Current > Research Centres > CARRS-Q Centre for Future Mobility |
| Copyright Owner: | Copyright 2000 The Authors |
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au |
| Deposited On: | 03 Jul 2007 00:00 |
| Last Modified: | 03 Mar 2024 09:05 |
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