Self‐enhancement,crash‐risk optimism and the impact of safety advertisements on young drivers

In Study 1, young drivers (aged between 16 and 29 years, N=314) rated their driving attributes relative to their peers. They also rated their likelihood of being involved in a crash relative to their peers (crash‐risk optimism), their crash history, stereotype of the young driver, and concern over another health issue. A self‐enhancement bias was found for all items in which self/other comparisons were made. These items formed two major factors, perceived relative driving ability and perceived relative driving caution. These factors and perceived luck relative to peers in avoiding crashes significantly predicted crash‐risk optimism. In Study 2, an experimental group of young drivers (N=173) watched safety advertisements that showed drinking and dangerous driving resulting in a crash, and a control group (N=193) watched advertisements showing people choosing not to drive after drinking. Each group then completed the self/other comparisons used in Study 1. The same factors were found, but only driving caution significantly predicted crash‐risk optimism. The experimental group showed more self‐enhancement on driving ability than the control group. In both studies, men showed substantially more self‐enhancement than women about their driving ability. Implications for safety interventions are discussed.