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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

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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  • Crimmins, Jim & Callahan, Chris, 2003. "Reducing Road Rage: The Role of Target Insight in Advertising for Social Change," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 381-389, December.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:04:p:381-389_03
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    Cited by:

    1. Woodside, Arch G. & Sharma, Manish, 2017. "Case-based modeling of prolific liars and constant truth-tellers: Who are the dishonesty and honesty self-reporters?," Journal of Business Research, Elsevier, vol. 71(C), pages 142-153.

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