The effect of drivers gender on the perception of Portuguese road safety communication campaigns

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Helena Sofia
Data de Publicação: 2015
Outros Autores: Fonseca, Manuel José, Cardoso, Paulo Ribeiro
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10773/21282
Resumo: The road safety campaigns use a range of media and marketing communication techniques to alert drivers to take appropriate behavior on the road. The aim of this study was to investigate how gender differences influence the behavior and attitude of the Portuguese drivers regarding driving as well as the attitude toward the road safety campaigns. In Portugal, there are no studies that analyze the gender difference related to road safety, which reinforces its relevance. To implement this purpose, firstly it was described the profile of drivers by gender regarding a set of behavioral variables. The attitude of drivers toward the road safety communication campaigns was analyzed and drivers were grouped by clusters, aiming its characterization as possible targets of communication actions for road safety marketing.
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spelling The effect of drivers gender on the perception of Portuguese road safety communication campaignsRoad traffic accidentsRoad safety campaignsDriver behaviorGender effectTarget audiencePrincipal components analysisCluster analysisThe road safety campaigns use a range of media and marketing communication techniques to alert drivers to take appropriate behavior on the road. The aim of this study was to investigate how gender differences influence the behavior and attitude of the Portuguese drivers regarding driving as well as the attitude toward the road safety campaigns. In Portugal, there are no studies that analyze the gender difference related to road safety, which reinforces its relevance. To implement this purpose, firstly it was described the profile of drivers by gender regarding a set of behavioral variables. The attitude of drivers toward the road safety communication campaigns was analyzed and drivers were grouped by clusters, aiming its characterization as possible targets of communication actions for road safety marketing.IISES2017-12-22T10:53:03Z2015-01-01T00:00:00Z2015info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10773/21282eng1833-811910.20472/BM.2015.3.4.006Rodrigues, Helena SofiaFonseca, Manuel JoséCardoso, Paulo Ribeiroinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:41:43Zoai:ria.ua.pt:10773/21282Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:55:44.138774Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The effect of drivers gender on the perception of Portuguese road safety communication campaigns
title The effect of drivers gender on the perception of Portuguese road safety communication campaigns
spellingShingle The effect of drivers gender on the perception of Portuguese road safety communication campaigns
Rodrigues, Helena Sofia
Road traffic accidents
Road safety campaigns
Driver behavior
Gender effect
Target audience
Principal components analysis
Cluster analysis
title_short The effect of drivers gender on the perception of Portuguese road safety communication campaigns
title_full The effect of drivers gender on the perception of Portuguese road safety communication campaigns
title_fullStr The effect of drivers gender on the perception of Portuguese road safety communication campaigns
title_full_unstemmed The effect of drivers gender on the perception of Portuguese road safety communication campaigns
title_sort The effect of drivers gender on the perception of Portuguese road safety communication campaigns
author Rodrigues, Helena Sofia
author_facet Rodrigues, Helena Sofia
Fonseca, Manuel José
Cardoso, Paulo Ribeiro
author_role author
author2 Fonseca, Manuel José
Cardoso, Paulo Ribeiro
author2_role author
author
dc.contributor.author.fl_str_mv Rodrigues, Helena Sofia
Fonseca, Manuel José
Cardoso, Paulo Ribeiro
dc.subject.por.fl_str_mv Road traffic accidents
Road safety campaigns
Driver behavior
Gender effect
Target audience
Principal components analysis
Cluster analysis
topic Road traffic accidents
Road safety campaigns
Driver behavior
Gender effect
Target audience
Principal components analysis
Cluster analysis
description The road safety campaigns use a range of media and marketing communication techniques to alert drivers to take appropriate behavior on the road. The aim of this study was to investigate how gender differences influence the behavior and attitude of the Portuguese drivers regarding driving as well as the attitude toward the road safety campaigns. In Portugal, there are no studies that analyze the gender difference related to road safety, which reinforces its relevance. To implement this purpose, firstly it was described the profile of drivers by gender regarding a set of behavioral variables. The attitude of drivers toward the road safety communication campaigns was analyzed and drivers were grouped by clusters, aiming its characterization as possible targets of communication actions for road safety marketing.
publishDate 2015
dc.date.none.fl_str_mv 2015-01-01T00:00:00Z
2015
2017-12-22T10:53:03Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10773/21282
url http://hdl.handle.net/10773/21282
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1833-8119
10.20472/BM.2015.3.4.006
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv IISES
publisher.none.fl_str_mv IISES
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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instacron_str RCAAP
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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