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Reducing Road Rage: The Role of Target Insight in Advertising for Social Change

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  • CRIMMINS, JIM
  • CALLAHAN, CHRIS
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    Abstract

    Billions of dollars are spent in advertising for social change yet much of it is reported to be ineffective because of a lack of insight into the target audience. We illustrate the value of target insight in guiding advertising for social change with a focus on road rage, the always rude and often dangerous expression of anger on the highway. We add to the limited research in the field a new body of data about people who are prone to road rage. Target insight suggests a strategy for advertising to reduce road rage including who to talk to, what to say, and where, when, and how to say it.

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    File URL: http://journals.cambridge.org/abstract_S002184990303040X
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 04 (December)
    Pages: 381-389

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    Handle: RePEc:cup:jadres:v:43:y:2003:i:04:p:381-389_03

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