Lemarié, Linda; Chebat, Jean-Charles; Bellavance, François - In: Journal of Social Marketing 8 (2018) 2, pp. 220-236
Purpose: This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy to counteract this effect. Design/methodology/approach: The hypotheses were tested through a 2 (reckless...