@article {Crimmins381, author = {Jim Crimmins and Chris Callahan}, title = {Reducing Road Rage: The Role of Target Insight in Advertising for Social Change}, volume = {43}, number = {4}, pages = {381--389}, year = {2003}, doi = {10.2501/JAR-43-4-381-389}, publisher = {Journal of Advertising Research}, 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/43/4/381}, eprint = {https://www.journalofadvertisingresearch.com/content/43/4/381.full.pdf}, journal = {Journal of Advertising Research} }