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dc.contributor.authorHarman, Brian
dc.contributor.authorMurphy, Maurice
dc.date.accessioned2019-06-19T09:27:24Z
dc.date.available2019-06-19T09:27:24Z
dc.date.issued2008-07
dc.identifier.citationHarman, B. and Murphy, M. (2008). The application of social marketing in reducing road traffic accidents among young male drivers: An investigation using physical fear threat appeals. International Journal of Business and Management, 3, (7), pp. 129-139en
dc.identifier.urihttps://www.dora.dmu.ac.uk/handle/2086/18069
dc.descriptionThe file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.en
dc.description.abstractThere were 338 road fatalities on Irish roads in 2007. Research in 2007 by the Road Safety Authority in Ireland states that young male drivers (17 – 25 years) are seven times more likely to be killed on Irish roads than other road users. The car driver fatality rate was found to be approximately 10 times higher for young male drivers than for female drivers in 2000. Young male drivers in particular demonstrate a high proclivity for risky driving behaviours. These risky behaviours include drink driving, speeding, drug-driving and engaging in aggressive driving. Speed is the single largest contributing factor to road deaths in Ireland. Approximately 40% of fatal accidents are caused by excessive or inappropriate speed. This study focuses on how dangerous driving behaviours may be addressed through social marketing. This study analyses the appropriate level of fear that needs to be induced in order to change young male driving behaviour.en
dc.language.isoenen
dc.publisherInternational Journal of Business and Managementen
dc.titleThe Application of Social Marketing in Reducing Road Traffic Accidents among Young Male Drivers: An Investigation Using Physical Fear Threat Appeals.en
dc.typeArticleen
dc.identifier.doihttps://dx.doi.org/10.5539/ijbm.v3n7p129
dc.peerreviewedYesen
dc.funderNo external funderen
dc.cclicenceCC-BY-NCen
dc.date.acceptance2008-07


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