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Reducing Road Rage: The Role of Target Insight in Advertising for Social Change
Published online by Cambridge University Press: 03 March 2004
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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- Research Article
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- © Copyright © 1960-2003, The ARF
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