@article{ref1,
title="Anti-social behaviour: profiling the lives behind road rage",
journal="Marketing intelligence and planning",
year="2008",
author="Woodside, Arch",
volume="26",
number="5",
pages="459-480",
abstract="PURPOSE - The purpose of this paper is to propose that &quot;social demarketing&quot; campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts. <br><br>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 (&quot;giving-the-finger&quot;) to other motorists while driving. <br><br>FINDINGS - Less than 2 percent of Americans are estimated to enact 40 percent of the total incidences of &quot;giving-the-finger&quot; 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. <br><br>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.<p /><p>Language: en</p>",
language="en",
issn="0263-4503",
doi="10.1108/02634500810894316",
url="http://dx.doi.org/10.1108/02634500810894316"
}