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

Research output: ThesisDoctoral Thesis (monograph)


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.


  • Inger Linderholm
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Media and Communications


  • 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
Translated title of the contributionThe Target Group and the Message. A model for audience segmentation and formulation of messages concerning traffic safety for young male road-users
Original languageSwedish
Awarding Institution
Supervisors/Assistant supervisor
  • [unknown], [unknown], Supervisor, External person
Award date1997 Sep 13
  • Lund University Press
Print ISBNs91-7966-430-x
Publication statusPublished - 1997
Publication categoryResearch

Bibliographic note

Defence details Date: 1997-09-13 Time: 10:15 Place: Eden 116 External reviewer(s) Name: Gustafsson, Karl-Erik Title: Prof. Affiliation: Business Administration and Economics, Göteborg university, Vasagatan 3, S-411 22 Göteborg ---