The role of media in road safety education for young children

This study compares the effectiveness of two videotaped traffic safety messages, both concerning crossing the road in the vicinity of parked cars. In the ‘instructional’ version the message was presented according to the principles generally used in media presentations for children. The ‘modelling’ version closely followed social learning principles. Both versions were presented to subjects 5 years of age. The subjects were pre-tested and post-tested on crossing the road and their comprehension of the film content was tested after presentation. The ‘modelling’ version resulted in a significant increase in the children's capacity to demonstrate the crossing behaviour, whereas the ‘instructional’ version did not. The comprehension test demonstrated that children exposed to the ‘modelling’ version also showed a significantly higher level of understanding. The conclusion is drawn that traditional media presentations are not successful in effectuating behavioural change in young children. Presentations which follow ‘modelling’ principals and are adapted to the developmental characteristics of the audience can improve young children's behaviour capabilities and can as such be an important part of educational programmes such as road safety which aim at causing behavioural change in young children.     

Traffic safety climate attitudes of road users in Germany

This paper validates traffic safety climate attitudes based on a representative sample of road users of all travel modes. We use the German version of the Traffic Climate Scale (TCS) which was applied in a large-scale road safety survey in 2010. A total of 1680 people were surveyed. The sample is representative for socio-demographic characteristics and travel mode choice in Germany. Factor analysis reveals a three-factor structure of traffic safety climate with the factor ‘External affective demands’ describing emotional engagement in traffic, the factor ‘Internal requirements’ representing individual skills and abilities to successfully participate in traffic, and the factor ‘Functionality’ describing requirements for a functional traffic system. The less emotionally demanding and the more functional traffic is perceived to be, the safer people feel in traffic. External affective demands are consistently related to the perception of others’ driving/riding style but not to one’s own, whereas internal requirements are consistently related to one’s own driving/riding style but not to the perception of others. There is no relation between traffic safety climate and accidents or near accidents. Contrary to our expectations, a positive traffic safety climate is associated with more secondary tasks while driving and traffic violations. Behavioural control beliefs may mediate the traffic climate–traffic behaviour relationship. The results are discussed with reference to attitude research and the theory of planned behaviour in particular.     

Visual search patterns in trained and untrained novice drivers

As drivers become more experienced many changes have been observed in their patterns of visual search. Differences between novice and experienced drivers are particularly marked in demanding or hazardous road situations and this has led researchers to speculate that limitations in search patterns may explain some of the accidents where newly qualified drivers are involved. This paper reports a training intervention that informs novice drivers about their typical patterns of visual search and stresses the need for scanning multiple locations in the visual scene for sources of potential danger. Two groups of drivers were evaluated on three occasions over the course of their first year after gaining a full driving licence. The evaluations involved recording drivers' eye movements while driving a route on real roads in traffic, and while watching videos of hazardous situations. One of the groups received the training intervention before the second occasion of testing. The intervention produced notable changes in the drivers' search patterns in both situations though not all changes were still detectable at a final phase of testing three to six months after the intervention had been delivered.     

Children's understanding of drivers' intentions

To become more skilled as pedestrians, children need to acquire a view of the traffic environment as one in which road users are active agents with different intentions and objectives. This paper describes a simulation study designed to explore children's understanding of drivers' intentions. It also investigated the effect of training children's sensitivity, through peer discussion and adult guidance, to the cues by which drivers signal their intentions. Results confirmed that children's ability to accurately predict drivers' intentions improves with age and that sensitizing children through training to the options for action available to drivers when signalling a manoeuvre improves their accuracy in predicting drivers' intentions. Training was also found to shift children's focus from contextual infrastructural features of the traffic environment (e.g. traffic signals, stop signs) by which to judge drivers' likely intentions to the explicit cues that drivers use to signal their imminent actions (e.g. slowing down, moving into the kerb). Training on the simulation was also shown to transfer to practical decision making at the roadside.     

The nudging effect of social norms on drivers’ yielding behaviour when turning corners

Drivers who do not give way to pedestrians are among the main causes of traffic crashes of motor vehicles and pedestrians in China. There is an urgent need to explore effective methods for improving drivers' yielding behaviour. This study used eight kinds of social norm slogans to nudge drivers’ yielding behaviour and explored the influence of pedestrian characteristics and situational factors on drivers’ decision-making regarding giving way when turning right. By analysing 254 valid questionnaires, it was found that compared with static norms, injunctive norms and dynamic + static norms, positively worded dynamic norms have a better nudging effect on drivers' yielding behaviour. The results of the conjoint analysis showed that social norms have the greatest impact on drivers' decisions to yield (32.28%), followed by whether pedestrians comply with traffic rules (23.33%) and the age of pedestrians (18.40%). This study expands the application of social norms and provides a new perspective to promote positive behaviour among drivers.     

Personality and accident liability: are extraversion, neuroticism and psychoticism related to traffic and occupational fatalities?

The aim of the present study was to investigate the relationship between extraversion, neuroticism and psychoticism, and road traffic fatalities in a data set of 34 nations. In addition to traffic fatalities per 100,000 vehicles, work-related fatalities were included in the study. Results showed that extraversion had a positive relation to the number of traffic fatalities whereas neuroticism correlated negatively with road fatalities. Occupational fatalities were strongly related to deaths on the roads but not to personality dimensions. Countries with high extraversion scores had more traffic fatalities than countries with moderate or low extraversion scores. The need for well-designed studies investigating the link between personality factors and traffic accident liability via driver behaviour was expressed.     

The prevalence of in-vehicle driving distractions in road traffic collisions as a function of road type

While some previous research suggests that conversing with passengers is the most prevalent in-vehicle distraction while driving, others have concluded instead that it is mobile phone use. One possible explanation for these differences is that distraction prevalence varies with road type. To test this proposal the current study investigated the prevalence of in-vehicle driving distraction in road traffic collisions (RTCs) as recorded in national records from the US and New Zealand. Analysis using odds ratios suggested conversing with passengers to be a more prevalent distraction in RTCs on minor roads than on major roads, and mobile phone use to be a more prevalent distraction on major roads than on minor roads. These results show the importance of considering the type of road when investigating the prevalence of driving distractions in RTCs in future research.     

Capturing the effects of texting on young drivers behaviour based on copula and Gaussian Mixture Models

This research effort aims to investigate the impact of texting on young drivers' behavior and safety based on data from driving simulator experiments, for different driving contexts, like motorways, urban and rural roads, during daytime and night, and for alternative weather conditions (‘clear sky’ and rain). The study offers a complete and comprehensive investigation of the effects of texting on driving behavior, able to provide evidence on policy-making. For the purposes of this study, a driving simulator experiment was carried out where 34 young participants drove predefined driving scenarios. Initially, multivariate copula analysis was used in order to explore statistical inferences among variables, especially since it retains a parametric specification for bivariate dependencies and allows testing of several parametric structures to characterize them. Secondly, alternative copula configurations were tested, which showed that texting and other road and environmental characteristics affect young drivers behavior and in particular more than one outcome can occur at the same time. Finally, Gaussian Mixture Modeling (GMM) was employed, demonstrating that the variables' pairs that presented the strongest correlations were lane departure and speed, as well as speed and reaction time. GMMs application showed that drivers using mobile phones who were involved in a collision presented a different driving behavior compared to the drivers who were occupied but were not involved in a collision.     

Associations between substance use among car and van drivers in Norway and fatal injury in road traffic accidents: A case-control study

The aim of this study was to determine the association between alcohol or drug use with fatal injury in road traffic accidents by calculating odds ratios (ORs) using a case-control design. The ‘cases’ were 508 drivers killed in road traffic accidents in the period 2003–2010 from whom blood samples were sent to the Norwegian Institute of Public Health for alcohol and drug testing, and the ‘controls’ were 9261 random drivers in normal traffic. Blood samples from ‘cases’ and oral fluid samples from ‘controls’ were analysed for alcohol, 15 drugs which have legislational concentration limits in Norway, in addition to two other commonly detected psychoactive drugs. The ORs for being killed in a traffic crash with blood alcohol concentration above the legal limit of 0.02 g/dL was 199.5 (95% CI 112.6–353.2). For the use of amphetamines without other substances the OR was 41.6 (95% CI 12.6–137.1), and for use of two or more substances 85.0 (95% CI 46.3–156.1). The OR for general use of only one medicinal drug was 6.0, and no significant ORs were found for the specific use of only zopiclone or THC. The ORs were generally higher for involvement in single-vehicle accidents. It is likely that the observed ORs, particularly for alcohol, are not only related to the risk posed by the substance alone, but a combination with behavioural factors, such as sensation seeking or risk taking behaviour.     

A method to improve the hazard perception of young novice drivers based on Bandura’s observational learning theory: Supplement to expert commentary training

Compared with experienced drivers, young novice drivers are more likely to have traffic accidents. The main reasons are that they lack experience, their hazard perception is weak, and their visual search strategy is underdeveloped. Research shows that hazard perception training can improve the visual search strategy of young novice drivers and enhance their hazard perception ability. We propose that a driver's visual search behaviour, like any other action, can be developed by observing the behaviour of a role model. In an experiment based on a driving simulator, we clustered the visual search paths of 20 experienced drivers, selected the drivers with the best visual search behaviour, and obtained visual search path video footage to produce hazard perception training videos. Using these videos, we applied Bandura’s observation learning theory to train 20 young novice drivers. We call this approach “training based on experienced drivers' performance”. To determine the effects of training based on experienced drivers' performance, 20 young novice drivers were given the usual expert commentary training, and 20 young drivers were given no training. The results showed that training based on experienced drivers' performance and expert commentary training had positive effects on the average speed of young novice drivers through hazard sections. Compared with untrained young novice drivers, trained young novice drivers decreased their speed in response to dangerous road sections. Compared with young novice drivers who received expert commentary training and those who did not receive training, young novice drivers who received training based on experienced drivers' performance showed significant improvements in visual search. These results suggest that training based on experienced drivers' performance can help young novice drivers improve their hazard perception, especially in visual aspects. This training method can complement existing training methods for young novice drivers.     

Assessment of drivers' comprehension of traffic signs based on their traffic,personal and social characteristics

The relationship between drivers' personal characteristics and their comprehension of posted signs is investigated in this study. The characteristics considered here include: experience, accident per experience ratio, age, marital status, sex type, nationality, educational background and monthly income. The populations sampled are from Bahrain, Kuwait, Oman, Qatar and United Arab Emirates. A total of 28 posted signs were considered.On an average, drivers comprehended only 56% of the posted signs. Education, monthly income and nationality were related to drivers' comprehension of traffic signs. Western drivers comprehend the signs better than other nationalities. Gulf Cooperation Council States and Arab drivers comprehended the signs less well. Male drivers scored higher than female ones. Age, marital status, experience and accident rates had no effect on drivers comprehension of signs. The results raise serious questions about the applicability of the signing system worldwide. The results indicate that drivers' personal characteristics are primarily associated with their understanding capabilities and not with their accident involvement rates. These findings are believed to be important for the designers of road signs. They are also important for the decision makers for proper allocation of resources in the field of traffic education.     

Stability in drivers' speed choice

Repeated speed measurements were obtained to examine drivers' consistency in speed choice. Drivers were observed at two locations along a route or for two days at the same location. Single carriageway roads were used with posted speed limits of 70 and 90 km/h. Correlation coefficients between repeated speed measures ranged from .49 to .81 for free-flowing vehicles. Higher consistency between measures was found where segments of the road were homogenous. Consistency in relation to speed limit varied as a function of roads and direction of travel. From 4% to 41% of the drivers observed legal speeds at both sites and between 43% and 100% travelled over the speed limits at both sites. The results are discussed in terms of using self-reported speed in driver surveys and modelling of driver behaviour.     

Speed choice in relation to speed limit and influences from other drivers

Speeding is a general problem in traffic and exploring factors underlying the choice of speed is an important task. In the present paper, based on data from Swedish drivers on 90 km/h roads, drivers’ attitudes towards speeding and influences from other road users on the drivers’ speed choice were investigated. Unobtrusively recorded vehicle speeds were compared with drivers’ responses to questions concerning their speed choice (N=533). The present investigation replicates a previous study on 50 km/h roads, where a model including measures of attitudes and perceptions about others’ behaviour could explain about 15% of observed behaviour. In the present study, where a majority of the drivers observed exceeded the speed limit, a similar model could explain 41% of the variance in observed speed. Theoretical and practical implications of the results are discussed.     

The Passenger Effect: Risky Driving is a Function of the Driver‐Passenger Emotional Relationship

This research focused on the influence of imaginary passengers on drivers' estimation of the probability of having an accident in traffic situations. Participants had to imagine riding a motorcycle with either a son or a workmate as a passenger. Their task was to assess the risk of accident in a set of traffic scenarios. Risk perception was a function of sex and type of passenger. Women perceived higher risk when the passenger was a son than when a workmate. In contrast, men's estimations were rather the same for both passengers. The emotional significance of the consequences of the accident (losing a son vs. losing a workmate) modulate the perception of probability of having an accident. Finally, these results could help in designing more effective campaigns promoting road safety. Copyright © 2013 John Wiley & Sons, Ltd.     

Form ‘defines’ function: Neural connectivity between aesthetic perception and product purchase decisions in an fMRI study

In the aesthetics literature, object beauty has been emphasized for its non‐instrumental benefits, in other words, beauty that is ‘rewarding’ in itself, without functional considerations. In the context of consumer products, this study examines the influence of aesthetic perceptions on purchase decisions based on integrating both reward (hedonic) and functional value attribution mechanisms. Brain connectivity analysis of functional magnetic resonance imaging (fMRI) data sheds light on the neural route for the influence of product beauty on purchase. Notably, a significant directional connectivity from brain networks mediating ‘aesthetic perception’ to ‘functional value’ to ‘purchase decision’ shows that the left Amygdala, an emotion‐related region of the aesthetic network, influences all five regions in the functional network, which then influences the purchase network of the brain, thus supporting the utilitarian goals of aesthetic appraisals and the Antonio Damasio's somatic/emotional marker hypothesis. Further, we find clear evidence that the reward (hedonic) network, which also influences the purchase network, receives information from the functional network of the brain, integrating both the non‐instrumental and instrumental value of the product. In other words, beauty in consumer products influences purchase decisions by evoking emotions that importantly define the functional value of products, in addition to their hedonic/reward value uncovered in previous literature. In light of the novel findings, the authors discuss important implications for marketing theory, methodology, and practice. Copyright © 2016 John Wiley & Sons, Ltd.     

Consequences for road traffic fatalities of the reduction in flying following September 11, 2001

Gigerenzer [Gigerenzer, G. (2004). Dread risk, September 11, and fatal traffic accidents. Psychological Science, 15, 286–287] argued that the increased fear of flying in the U.S. after September 11 resulted in a partial shift from flying to driving on rural interstate highways, with a consequent increase of 353 road traffic fatalities for October through December 2001. We reevaluated the consequences of September 11 by utilizing the trends in road traffic fatalities from 2000 to 2001 for January through August. We also examined which road types and traffic participants contributed most to the increased road fatalities. We conclude that (1) the partial modal shift after September 11 resulted in 1018 additional road fatalities for the three months in question, which is substantially more than estimated by Gigerenzer, (2) the major part of the increased toll occurred on local roads, arguing against a simple modal shift from flying to driving to the same destinations, (3) driver fatalities did not increase more than in proportion to passenger fatalities, and (4) pedestrians and bicyclists bore a disproportionate share of the increased fatalities.     

Attitudes,risk perception and risk-taking behaviour among regular cyclists in Norway

The main aim of the study was to investigate whether attitudes toward traffic safety, risk perception, worry, risk tolerance, safety priority, and accident involvement are associated with cyclists’ risk-taking behaviour. Two types of cyclists’ risk-taking behaviour were studied: (1) ‘violation of traffic rules, and (2) ‘conflicts with other road users when cycling’. The study was based on a questionnaire survey carried out in 2017 among regular cyclists in Norway (n = 426). The results revealed that cyclists’ risk-taking behaviour was influenced by their attitudes, risk perception, and accident involvement. Pragmatic attitudes toward traffic rule violations and safety priority were found to be important predictors of the frequency of rule violations when cycling. Attitudes towards the enforcement of traffic rules for cyclists and dissatisfaction with the traffic rules for cyclists were found to be important predictors for the frequency of situations involving conflicts with other road users. Risk perception and accident involvement were found to be associated with conflicts with other road users, but not with rule violations when cycling. The findings show that risk perception and attitudes toward traffic safety are important for cyclists’ risk-taking behaviour in traffic. The road infrastructure and the traffic regulations are primarily planned for car drivers and pedestrians. If cyclists’ attitudes are to be changed, the cycling infrastructure and traffic rules for cyclists would need to be adjusted to cyclists as road users. When building new infrastructure and implementing new safety measures for cyclists, it is important to include attitude campaigns, as well as communications to the public about safety and the risks linked to cycling. Attitude campaigns could be used to strengthen the authorities’ communications that cyclists are prioritized as road users.     

The View from the Driver's Seat: What Good Is Salience?

A set of experiments gauged the value of salient and non‐salient visual information to drivers' decision making. Stimuli were images of traffic scenes viewed from a drivers' approximate perspective, and the subjects' task was to make stop‐or‐go driving judgments. Under some experimental conditions (Experiment 1), subjects viewed only the salient information from within each scene. Under other conditions (Experiments 2–3), they viewed only the non‐salient information. A signal detection measure of sensitivity served as the primary dependent measure. Data indicated that an above‐chance amount of the information needed for accurate judgments was contained within salient image regions and that some information was available only from the salient regions. Other critical information, however, was contained exclusively within non‐salient regions. Results suggest that an attentional bias toward visual salience would serve as an economical information‐seeking strategy for drivers but by itself would overlook many task‐critical cues. Copyright © 2013 John Wiley & Sons, Ltd.     

Pedestrian temporal gap acceptance behavior at unsignalized intersections in Kanpur,India

Vehicle heterogeneity, lack of lane discipline, lack of infrastructure facilities, and weak enforcement of traffic rules are all characteristics of Indian traffic. These characteristics make Indian roads difficult for non-motorized road users, especially pedestrians. Most intersections in urban areas in India are unsignalized, which results in complex interactions between pedestrians and motorists. This study aims to understand pedestrian gap acceptance behavior at unsignalized intersections in India under heterogeneous traffic conditions. Pedestrian data were collected from six unsignalized intersections in the city of Kanpur. The critical gap was estimated using Wu’s (2006) macroscopic model, and then the effects of several variables on the critical gap were studied. A discrete choice model (binary logit model) was developed to understand the choice of accepted and rejected vehicular gaps depending on traffic, road, and peer pedestrian characteristics. The mean critical headway was 3.76 s using Wu’s model. The behavioral analysis revealed that pedestrians accept rolling gaps to cross unsignalized intersections, resulting in a reduction of the size of the critical gap. The adoption of rolling gap behavior can be attributed to the unyielding behavior of motorists, which forces pedestrians to accept short vehicular gaps in the traffic stream.