The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers

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dc.contributor.author Burke, Paul en_US
dc.contributor.author Greenacre, Luke en_US
dc.contributor.editor Thyne, M.; Deans, K.; Gnoth, J. en_US
dc.date.accessioned 2010-05-18T06:53:25Z
dc.date.available 2010-05-18T06:53:25Z
dc.date.issued 2007 en_US
dc.identifier 2007000130 en_US
dc.identifier.citation Burke Paul and Greenacre Luke 2007, 'The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers', University of Otago, Dunedin, New Zealand, pp. 1152-1159. en_US
dc.identifier.issn 978-1-877156-29-9 en_US
dc.identifier.other E1 en_US
dc.identifier.uri http://hdl.handle.net/10453/7550
dc.description.abstract Many marketing communication strategies focus on the physical consequences of accidents to change young and inexperienced drivers management of risk and to curb their overrepresentation in fatalities. To assess this approach, we consider a framework of risk with two elements (uncertainty and consequences). We argue that drivers are uncertain about accidents occurring, and that young inexperienced drivers inappropriately cognitively manage this uncertainty by distorting their views on self-risk relative to drivers whom are more experienced or in their own peer group. We present evidence supporting this. We also consider, and find evidence to support the view, that young less experienced drivers are primarily concerned with physical consequences of risky driving behaviour relative to other consequences. It is concluded that the message has gotten through to such drivers about this consequence as a result of existing campaigns. Future research should now examine whether a change in theme may bring about further reductions in vehicle accidents among these drivers. en_US
dc.publisher University of Otago en_US
dc.relation.isbasedon http://pandora.nla.gov.au/pan/25410/20080806-0000/smib.vuw.ac.nz_8081/WWW/ANZMAC2007/listByAuthor.html en_US
dc.title The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers en_US
dc.parent Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Dunedin, New Zealand en_US
dc.identifier.startpage 1152 en_US
dc.identifier.endpage 1159 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference en_US
dc.conference Verified OK en_US
dc.conference.location Dunedin, New Zealand en_US
dc.for 150501 en_US
dc.personcode 010838 en_US
dc.personcode 030828 en_US
dc.percentage 100 en_US
dc.classification.name Consumer-Oriented Product or Service Development en_US
dc.classification.type FOR-08 en_US
dc.custom Australian and New Zealand Marketing Academy Conference en_US
dc.date.activity 20071203 en_US
dc.location.activity Dunedin, New Zealand en_US
dc.staffid 030828 en_US


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