Dr Jennifer Algie is a member of the Centre for Socially Responsible Marketing and is very involved in researching and teaching Social Marketing at the University of Wollongong. Jenny’s specific research area is road safety advertising. In Australia during the early 2000s we witnessed an increase in the number of fear appeal road safety advertisements, which tried to use shock advertising to influence driver's speed choice. Jenny's PhD thesis investigated the effectiveness of fear appeals in road safety advertising through several advertising experiments. In particular, Jenny studied fear patterns within these road safety advertisements. A fear patterning dial, which allowed for continuous response measurements of fear to be recorded while participants watched the ad, was developed for the study. It worked in a similar way to the 'worm' used in political debates. Additionally psycho-physiological responses (using galvanic skin response testing equipment) was recorded for the ads. Jenny developed an Australian Video Speed Test (AVST) to measure young drivers’ speed choice and this was used as the dependent variable in the advertising experiments undertaken. The research fields for Jenny's current research project are Social Marketing, Consumer Behaviour, and Advertising and Promotion.
Articles
Fear patterns: a new approach to designing road safety advertisements (with John R. Rossiter), Journal of Prevention & Intervention in the Community (2010)
This research studies fear patterns within fear appeal anti-speeding television commercials. A pattern of fear...
Towards NPOs Deeper Understanding of the Corporate Giving Manager's Role in Meeting Salient Stakeholders Needs (with John Cantrell, Elias Kyriazis, and Gary Noble), Journal of Nonprofit and Public Sector Marketing (2008)
Increasingly, nonprofit organizations’ (NPOs) requests for assistance to large organizations are subject to formal processes...
Fear patterns in anti-speeding advertisements: effects on simulated driver-behaviour, University of Wollongong Thesis Collection (2005)
This thesis investigated fear patterns within fear appeal anti-speeding television commercials. A fear appeal is...
Presentations
Measuring Source Credibility with Generation Y: An Application to Messages about Smoking and Alcohol Consumption (with K. Smith and Sandra C. Jones), Faculty of Health and Behavioural Sciences - Papers (2007)
In recent years there have been widespread media campaigns directed at communicating to young people...
A Conceptual Model of the Factors Affecting the Choice of Nonprofit Organisation by Large Corporations in Australia (with John Cantrell, Elias Kyriazis, and Gary I. Noble), Faculty of Commerce - Papers (2006)
This paper develops a new conceptualisation of corporate giving which advances our knowledge in the...
University students' attitudes towards using public transport to and from university: exploring attitude change srategies (with Matthew Skinner), Transit Oriented Development - Making It Happen 2005, Planning and Transport Research Centre, Western Australia (2005)
According to the NSW Department of Infrastructure, Planning and Natural Resources' (DIPNR) "Metropolitan Strategy Discussion...
An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour in animal welfare (with M. Haynes and Sandra C. Jones), Faculty of Health and Behavioural Sciences - Papers (2004)
Very few studies in social marketing empirically compare the effectiveness of positive and negative appeals....
The influence of magazine advertising on parents' nutrition ratings of food products for children (with C. Hoang and Sandra C. Jones), Faculty of Health and Behavioural Sciences - Papers (2004)
Childhood obesity currently affects approximately 22 million children under the age of five worldwide (Rochinni,...