%0 Journal Article
%T Anti-social behaviour: profiling the lives behind road rage
%J Marketing intelligence and planning
%D 2008
%A Woodside, Arch
%V 26
%N 5
%P 459-480
%X 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. <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 ("giving-the-finger") 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 "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. <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>
%G en
%I 
%@ 0263-4503
%U http://dx.doi.org/10.1108/02634500810894316