Dr Jennifer Algie
Senior Lecturer

Undergraduate Academic Advisor - Marketing Major

E-mail: jenni@uow.edu.au
Telephone: +61 2 4221 4292
Fax: +61 2 4221 4154
Location: Building 40 Room 110

 

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Qualifications

BCom Hons (Wollongong), PhD (Wollongong)

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 Interests

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.

Research Profile

UOW RIS profile