Citation

Crimmins J, Callahan C. J. Advert. Res. 2003; 43(04): 381-389.

Copyright

(Copyright © 2003, Advertising Research Foundation)

DOI

10.1017/S002184990303040X

PMID

unavailable

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.