Accessibility navigation


The application of social marketing in reducing road traffic accidents amoung young male drivers: an investigation using physical fear threat appeals

Harman, B. and Murphy, M. (2008) The application of social marketing in reducing road traffic accidents amoung young male drivers: an investigation using physical fear threat appeals. International Journal of Business and Management, 3 (7). pp. 129-139. ISSN 1833-3850

[img]
Preview
Text (Open Access) - Published Version
· Available under License Creative Commons Attribution.
· Please see our End User Agreement before downloading.

347kB

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.5539/ijbm.v3n7p129

Abstract/Summary

There were 338 road fatalities on Irish roads in 2007. Research in 2007 by the Road Safety Authority in Ireland states that young male drivers (17 – 25 years) are seven 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 in 2000. Young male drivers in particular demonstrate a high proclivity for risky driving behaviours. These risky behaviours include drink driving, speeding, rug-driving and engaging in aggressive driving. Speed is the single largest contributing factor to road deaths in Ireland. Approximately 40% of fatal accidents are caused by excessive or inappropriate speed. 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.

Item Type:Article
Refereed:Yes
Divisions:No Reading authors. Back catalogue items
ID Code:40730
Uncontrolled Keywords:Advertising, Road Safety, fear appeals, social marketing,
Publisher:Canadian Center of Science and Education

Downloads

Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation