Abstract
The intention of this paper is to show that accidents may arise out of driver ignorance and delusion but may also arise because drivers become entrapped by previous experience and the attraction of rewarding outcomes which compete with safety. It is also hoped to show how a more microscopic behavioural analysis can throw some explanatory light on why global interventions which are directed at safe outcomes may be successful. In this context, attention is paid to (1) rewarding drivers for accident reduction and (2) punishing them for unsafe behaviour. It is pointed out that the financial punishment for this behaviour can be mollified by the nature of insurance cover. What is needed however is a change of insurance philosophy.