Qualifications
BCom Hons (Wollongong), PhD (Wollongong)
Research Interests
Social marketing, road safety advertising, consumer behaviour, advertising and promotion
In Australia, recently, we have witnessed an increase in the number of fear appeal road safety advertisements, which try to use shock advertising to influence driver's speed choice. Jenny's PhD research investigates the effectiveness of fear appeals in road safety advertising. Jenny's research is under the guidance of her PhD supervisor, Professor John R. Rossiter, who is recognised internationally as an expert in the field of advertising research. Jenny has undertaken several advertising experiments that test the effectiveness of shock anti-speeding ads, funded by the Faculty of Commerce. In particular, Jenny is studying the fear patterns within these road safety advertisements. A fear patterning dial, which allows for continuous response measurements of fear to be recorded while participants watch the ad, has been developed for the study. It works in a similar way to the 'worm' used in political debates. Additionally psycho-physiological responses (using galvanic skin response testing equipment) have also been recorded for these ads. The research fields for Jenny's current research project are Social Marketing, Consumer Behaviour, and Advertising and Promotion.
Background
As a result of Jenny's outstanding performance in her undergraduate and Honours degrees, she was awarded the University Medal in 1998. Her specialisation for her Honours year was Financial Services Marketing, however, since 1999 her principal area of research has been in social marketing.
Research Profile
UOW RIS profile
