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

Jim Crimmins and Chris Callahan

Journal of Advertising Research, 2003, vol. 43, issue 4, 381-389

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.

Date: 2003
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:43:y:2003:i:04:p:381-389_03

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().