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Lemarie, Linda

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Lemarie, Linda
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https://libra.unine.ch/handle/123456789/1028

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  • Publication
    Métadonnées seulement
    Regulatory focus, time perspective, locus of control and sensation seeking as predictors of risky driving behaviors
    (2019-6)
    Lemarie, Linda 
    ;
    Bellavance, François
    ;
    Chebat, Jean-Charles
    Empirical evidence shows that most of the road safety efforts fail to reach the most risk-prone drivers. In light of this issue, we have developed this study in order to distinguish between high-risk drivers and low-risk drivers based on variables that have already been shown to affect the effectiveness of preventive messages: regulatory focus orientation, time perspective, locus of control and sensation seeking. We sent paper and pencil questionnaires to five thousand low-risk drivers and five thousand high-risk drivers randomly selected based on their driving records. A driver who has been convicted of two or more traffic infractions with demerit points (e.g., exceeding speed limits, red light violation, no seatbelt, etc.) in the last two years was considered a high-risk driver whereas a low-risk driver had no traffic offense registered in his driving record in the last four years. We received two thousand and sixty-four completed questionnaires for a response rate of 20.6%. Seven hundred and ninety-eight belonged to the group of high-risk drivers and one thousand two hundred and sixty-six to the group of low-risk drivers. The results show that a promotion focused orientation, a present hedonistic perspective, an internal locus of control, and sensation seeking are associated with more risky driving behaviors and could therefore distinguish between high-risk and low-risk drivers. These results increase the understanding of risky drivers’ personalities and motivations. The literature review provides insight into how these findings might be considered in developing more effective road safety programs and campaigns, and the conclusion encourages researchers to explore these new avenues in future research.
  • Publication
    Métadonnées seulement
    Reckless driving promotion and prevention: priming effects
    (2017-11)
    Lemarie, Linda 
    ;
    Chebat, Jean-Charles
    ;
    Bellavance, François
    This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy to counteract this effect. Design/methodology/approach The hypotheses were tested through a 2 (reckless driving scenes vs control) × 2 (road safety advertising vs control) online experiment with 151 young male drivers. Findings Reckless driving scenes in action movies prime a positive image of reckless drivers which impacts young male drivers’ attitudes and reckless driving intention. However, a road safety message specifically addressing the positive image of reckless drivers efficiently counteracts this effect. Research limitations/implications A few studies have experimentally tested the impact of reckless driving promotion on young drivers’ attitudes and intention, but none have analysed this impact in terms of the development of a positive image of reckless drivers. In addition, this study emphasises that a targeted message based on social norms can cancel the effect of reckless driving promotion and have a beneficial impact on the most risk-prone drivers. Practical implications Social marketers working in the field of road safety can improve the efficacy of their social marketing programmes by taking into consideration the positive image of reckless drivers promoted by the media. Social implications Practitioners should develop interventions and targeted messages that help young drivers cultivate a less idealised and masculine social image of reckless drivers. Originality/value This paper enhances the awareness of the effect that the media’s positive depiction of reckless drivers can have on the youth and proposes a strategy to counteract this effect.
  • Publication
    Métadonnées seulement
    Adaptation des messages préventifs à l'orientation régulatrice des conducteurs
    (Quebec SAAQ, 2016-6-30)
    Bellavance, François
    ;
    Lemarie, Linda 
    ;
    Chebat, Jean-Charles
    Le bilan routier fait état de 361 personnes décédées sur les routes québécoises en 2015. Un chiffre qui, bien qu’en diminution en comparaison à la moyenne des années précédentes, reste encore trop élevé. Ce projet de recherche a pour objet de répondre à deux questions : Quelles caractéristiques particulières permettent d’identifier et de distinguer les conducteurs « à risque »? À quel type de messages de prévention sont-ils le plus sensible? Dans une première phase, 10 000 questionnaires ont été envoyés à des conducteurs, 5000 identifiés comme étant des conducteurs plus « responsables » et 5000 comme étant des conducteurs plus « à risque ». Le traitement des 2064 questionnaires retournés nous a permis de décrire le profil prédominant du conducteur « à risque » comme étant : un homme, jeune, avec moins d’expérience de conduite, en recherche de sensations fortes, attribuant ses succès comme ses échecs à lui-même plutôt qu’à la chance ou aux autres, et influencé dans sa vie par la poursuite d’objectifs d’accomplissement personnel. Dans une deuxième phase de ce projet, nous avons évalué l’efficacité de quatre messages préventifs qui se distinguaient selon : la formulation du message (négatif, c.-à-d. « à ne pas faire » vs positif « à faire ») sa finalité (désirable, c.-à-d. « ce que l’on peut accomplir » vs indésirable « ce que l’on souhaite éviter ») Il ressort que le message classique, consistant à dire de ne pas faire sous peine d’accident ou de mort, fonctionne très bien sur l’ensemble de la population de conducteurs. Cependant, dans le cas des conducteurs plus « à risque », le message évoquant ce qui ne pourra être réalisé par l’individu du fait de son comportement dangereux semble être plus efficace. Les retombées et implications de ces résultats en matière de sécurité routière sont détaillées dans le rapport.
  • Publication
    Métadonnées seulement
    Temptation and Prevention provided by the gambling industry: Main and interactive effects on gamblers
    (2015)
    Lemarie, Linda 
    ;
    Chebat, Jean-Charles
    Our study investigates the effects of pro versus anti-gambling messages funded by the gambling industry. Paradoxically, our results show that anti-gambling ads funded by the gambling industry enhance gambling intent as do pro-gambling ads. We propose some suggestions related to the ways this finding should guide public policies.
  • Publication
    Métadonnées seulement
    Fashion orientation, shopping mall environment, and patronage intentions: A study of female fashion shoppers
    (2015)
    Michon, Richard
    ;
    Chebat, Jean-Charles
    ;
    Yu, Hong
    ;
    Lemarie, Linda 
    The purpose of this paper is to explore female fashion shoppers’ perception and response to the mall environment. Specific objectives include a conceptual model of female fashion shoppers’ experience in a mall environment incorporating fashion orientation, store personality, shopping mall perception, shopping value, and patronage intentions.
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    Métadonnées seulement
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    Métadonnées seulement
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    Métadonnées seulement
    Resist or Comply: Promoting responsible gambling among youth
    (2013-1)
    Lemarie, Linda 
    ;
    Chebat, Jean-Charles
    Persuasion models that are currently used in prevention campaigns to fight gambling addiction largely ignore two facts. First, prevention campaign objectives compete with those of gambling corporations and, second, commercial advertising budgets are much larger than those of prevention. We propose a theoretical model that takes into account these two facts. Our goal is to propose another way of conceptualizing prevention in terms of resistance to gambling advertising appeals rather than persuasion. This model is based on the inoculation theory. It explains why and under which conditions message-induced resistance to gambling ads may be more efficient than an awareness-raising message on gambling-related risks.