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Abstract
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PURPOSE - The purpose of this paper is to propose that "social demarketing" campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts.
DESIGN/METHODOLOGY/APPROACH - Volume segmentation and extremely frequent behaviour theory is applied to examining several unique sub segments among survey data (n=6,393) of Americans not engaging and engaging in anti-social behaviour ("giving-the-finger") to other motorists while driving.
FINDINGS - Less than 2 percent of Americans are estimated to enact 40 percent of the total incidences of "giving-the-finger" to other motorists; three unique sub segments of the chronic anti-social actors participate in different lifestyles (including media usage behaviours) and each has unique demographic profiles. Research limitations/implications - The study is based on two years of a national survey taken in one country and self-reports only. The implications support the propositions of a general theory of extremely frequent consumption behaviour. Practical implications - Government demarcating programs are likely to increase in effectiveness through tailoring a few strategies, rather than one, to influence unique segments of chronic anti-social actors.
ORIGINALITY/VALUE - The paper provides individual-level analysis of chronic anti-social actors engaging in road-rage related behaviours and compares them to one another as well as non-equivalent comparison groups of actors not engaging in such behaviour; the paper describes the merits of experience frequency segmentation.
Language: en |