Each driver is influenced by the collective behavior of other drivers. At the same time, each driver is also part of this collective, and thus influences others. Underlying many driver control and traffic safety programs are two implicit and related assumptions: that drivers are sensitive to the "culture of driving" around them and emulate it; and, that a small shift in the behavior of few might be amplified or snowball to a much larger effect resulting in a changed traffic environment or a modified culture of driving. The paper discusses possible mechanisms for the interactions between individuals, collectives, and culture, drawing on literature from social psychology, sociology, economics, communication, epidemiology, and other disciplines. Traffic behavior modeling could benefit from considering concepts developed in other social disciplines while providing challenging research issues and data sources for testing and developing those concepts. (A)
Abstract