Understanding young adult drink-driving behaviour: a value benefit perspective
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剙oung adult novice drivers represent a key at-risk cohort for alcohol-related road fatalities. Little research has investigated the value perceptions of responsible drivers as compared to their risk-taking counterparts. Addressing the value-perception gap this qualitative research integrates identity theory and value expectancy theory to analyse the hedonic aspects and reward benefits of young adult drink-driving behavior. 剔he study identified three categories of young adult drink-drivers: under-the-limit, borderline and extreme. Motivation drink-drive was influenced by perceptions of driving as a right versus a privilege; fear versus fatalistic attitude of drink-driving consequences, and drink-driving as a connection for escape versus utilitarian activity. Future prevention strategies for at-risk drink-drivers must be relevant, convincing and consider the dynamic and changing landscape young adults inhabit
Journal of Nonprofit & Voluntary Sector Marketing
Copyright 2008 John Wiley & Sons, Ltd. This is the pre-peer reviewed version of the following article: Understanding young adult drink-driving behaviour: a value benefit perspective, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 13(3), 2008, pp. 227-235, which has been published in final form at http://dx.doi.org/10.1002/nvsm.325 .
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