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Målgruppen och budskapet: en modell för målgruppsanpassning av trafiksäkerhetsbudskap till unga manliga trafikanter

Linderholm, Inger LU (1997) In Lund Studies in Media and Communication 3.
Abstract (Swedish)
Popular Abstract in Swedish

Avhandlingen behandlar målgruppsanalysens betydelse för budskapsformning och planering av informationskampanjer.



Boken innehåller en genomgång av teorier som kan ligga till grund för målgruppsanalys samt för attityd- och beteendeförändring. Teorierna tillämpas så långt det varit möjligt i en målgruppsanalys av unga trafikanter i åldern 18-24 år. Målgruppsanalysen består av ett antal på varandra följande undersökningar – såväl kvalitativa som kvantitativa – som lett fram till utvecklingen av ett mätinstrument för kategorisering av unga trafikanter i fyra målgrupper.



Författaren avslutar med att presentera en rad rekommendationer för vilken typ av budskap samt... (More)
Popular Abstract in Swedish

Avhandlingen behandlar målgruppsanalysens betydelse för budskapsformning och planering av informationskampanjer.



Boken innehåller en genomgång av teorier som kan ligga till grund för målgruppsanalys samt för attityd- och beteendeförändring. Teorierna tillämpas så långt det varit möjligt i en målgruppsanalys av unga trafikanter i åldern 18-24 år. Målgruppsanalysen består av ett antal på varandra följande undersökningar – såväl kvalitativa som kvantitativa – som lett fram till utvecklingen av ett mätinstrument för kategorisering av unga trafikanter i fyra målgrupper.



Författaren avslutar med att presentera en rad rekommendationer för vilken typ av budskap samt vilken övertalningstrategi som kan vara bäst lämpad för de olika målgrupperna. (Less)
Abstract
The empirical work rests on two separate theoretical foundations: theories that form the basis for analyzing the different target groups and theories dealing with persuasion. Theories of the first sort concern life-style, individual values, perceived risk, individual characteristics and self-image. Earlier research on young car drivers is also relevant in this context. Theories on attitudes and attitude change and on persuasion and persuasive strategies, in turn, constitute the theoretical basis for work on how messages concerning traffic safety should be presented to different audiences. A series of closely related investigations were carried out, three of more central importance than the others. The first – a qualitative analysis of... (More)
The empirical work rests on two separate theoretical foundations: theories that form the basis for analyzing the different target groups and theories dealing with persuasion. Theories of the first sort concern life-style, individual values, perceived risk, individual characteristics and self-image. Earlier research on young car drivers is also relevant in this context. Theories on attitudes and attitude change and on persuasion and persuasive strategies, in turn, constitute the theoretical basis for work on how messages concerning traffic safety should be presented to different audiences. A series of closely related investigations were carried out, three of more central importance than the others. The first – a qualitative analysis of different target groups – involved fifty conversational interviews conducted with young men and women 18-24 years old. In the later quantitative study some 900 persons completed questionnaires. This sample consisted entirely young men, age 18-24. The third empirical study investigated how different messages appeal to different target groups. The main result of these studies was the classification of young male road-users in four target groups. These correspond to the four cells in a typology, the dimensions of which are attitude toward speeding and view regarding the primary source of risk. The four ideal types that the groups represent were those termed: adventure seekers, risk takers, responsibility takers and security seekers. The categorization ended in a quantitative measurement instrument for the classification of traffic participants. The thesis ends up in some recommendations how messages to different target groups could be presented. (Less)
Please use this url to cite or link to this publication:
author
opponent
  • Prof. Gustafsson, Karl-Erik, Business Administration and Economics, Göteborg university, Vasagatan 3, S-411 22 Göteborg
organization
alternative title
The Target Group and the Message. A model for audience segmentation and formulation of messages concerning traffic safety for young male road-users
publishing date
type
Thesis
publication status
published
subject
keywords
young road-users., persuasion, Key words: planned communication, public information campaigns, attitude change, young drivers attitude scale, audience segmentation, message content, perceived risk, traffic safety, Press and communication sciences, Journalistik, media, kommunikation
in
Lund Studies in Media and Communication
volume
3
pages
271 pages
publisher
Lund University Press
defense location
Eden 116
defense date
1997-09-13 10:15
external identifiers
  • other:ISRN: LUSADG/SAMK--97/1003--SE
ISSN
1104-4330
ISBN
91-7966-430-x
language
Swedish
LU publication?
yes
id
26813b86-8804-421e-83fc-6f9486d94b78 (old id 18316)
date added to LUP
2007-05-24 12:35:24
date last changed
2016-09-19 08:44:56
@phdthesis{26813b86-8804-421e-83fc-6f9486d94b78,
  abstract     = {The empirical work rests on two separate theoretical foundations: theories that form the basis for analyzing the different target groups and theories dealing with persuasion. Theories of the first sort concern life-style, individual values, perceived risk, individual characteristics and self-image. Earlier research on young car drivers is also relevant in this context. Theories on attitudes and attitude change and on persuasion and persuasive strategies, in turn, constitute the theoretical basis for work on how messages concerning traffic safety should be presented to different audiences. A series of closely related investigations were carried out, three of more central importance than the others. The first – a qualitative analysis of different target groups – involved fifty conversational interviews conducted with young men and women 18-24 years old. In the later quantitative study some 900 persons completed questionnaires. This sample consisted entirely young men, age 18-24. The third empirical study investigated how different messages appeal to different target groups. The main result of these studies was the classification of young male road-users in four target groups. These correspond to the four cells in a typology, the dimensions of which are attitude toward speeding and view regarding the primary source of risk. The four ideal types that the groups represent were those termed: adventure seekers, risk takers, responsibility takers and security seekers. The categorization ended in a quantitative measurement instrument for the classification of traffic participants. The thesis ends up in some recommendations how messages to different target groups could be presented.},
  author       = {Linderholm, Inger},
  isbn         = {91-7966-430-x},
  issn         = {1104-4330},
  keyword      = {young road-users.,persuasion,Key words: planned communication,public information campaigns,attitude change,young drivers attitude scale,audience segmentation,message content,perceived risk,traffic safety,Press and communication sciences,Journalistik,media,kommunikation},
  language     = {swe},
  pages        = {271},
  publisher    = {Lund University Press},
  school       = {Lund University},
  series       = {Lund Studies in Media and Communication},
  title        = {Målgruppen och budskapet: en modell för målgruppsanpassning av trafiksäkerhetsbudskap till unga manliga trafikanter},
  volume       = {3},
  year         = {1997},
}