Does Social Marketing have a Role in Reducing Collisions Among Young Male Irish Drivers? The Role of Physical Threat Fear Appeals

Maurice Murphy

No 201, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: There were 279 road fatalities on Irish roads in 2008 - the lowest level since records began. Young male drivers are 7 times more likely to be killed on Irish roads than other road users. The car driver fatality rate was found to be approximately 10 times higher for young male drivers than for female drivers. Young male drivers in particular demonstrate a high proclivity for risky driving behaviours. These include drink driving, speeding, drug-driving and engaging in aggressive driving. Speed is the single largest contributing factor to road deaths in Ireland This study focuses on how dangerous driving behaviours may be addressed through social marketing. This study analyses the appropriate level of fear that needs to be induced in order to change young male driving behaviour.

Keywords: Young Male Driver; Speed; Drink Driving; Social Marketing; Physical Fear Appeals (search for similar items in EconPapers)
Date: 2010-07-05
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