Abstract
U.S. safety culture as it relates to traffic safety (traffic-safety culture) was the focus of a recent panel workshop sponsored by the AAA Foundation for Traffic Safety (2006). This panel of traffic safety experts suggested that progress in reducing motor-vehicle-related fatalities in the U.S. may be inhibited by the current traffic-safety culture and that in order to make significant reductions in traffic-crash-related deaths, the values inherent to the current traffic-safety culture of the U.S. would have to change. This paper focuses on the role that customized driver feedback might play in shifting the U.S. traffic-safety culture toward increased concern and greater action to reduce motor vehicle fatalities.