@article{ref1,
title="Reducing road rage: the role of target insight in advertising for social change",
journal="Journal of advertising research",
year="2003",
author="Crimmins, Jim and Callahan, Chris",
volume="43",
number="04",
pages="381-389",
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.<p />",
language="",
issn="0021-8499",
doi="10.1017/S002184990303040X",
url="http://dx.doi.org/10.1017/S002184990303040X"
}