Bounded rationality is a generally adaptive behavior characterized by a rapid decision making process that involves only the most salient aspects of the problem. In the driving context, bounded rationality is evident on a macro (societal) level as well as on a micro (individual driver) level. On a macro level, bounded rationality underlined the development of many of the early, common-sense countermeasures for traffic safety problems. On a micro level, bounded rationality can lead to unexpected driver behaviors and thus to unexpected effects of some common-sense countermeasures. Because the obvious, common-sense countermeasures have already been largely identified (although not always implemented), further progress will require insights rooted in comprehensive theories of driving, and formal study of the implications of these insights. It will require unbounded rationality; it will require real science. (Author/publisher).
Abstract