TY  - JOUR
PY  - 2003//
TI  - Reducing road rage: the role of target insight in advertising for social change
JO  - Journal of advertising research
A1  - Crimmins, Jim
A1  - Callahan, Chris
SP  - 381
EP  - 389
VL  - 43
IS  - 04
N2  - 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 />
LA  - 
SN  - 0021-8499
UR  - http://dx.doi.org/10.1017/S002184990303040X
ID  - ref1
ER  -