The present study aimed at identifying subtypes of young drivers (N = 2524) and evaluate how these responded to a traffic safety campaign. On basis of a cluster analysis of personality measures, six subtypes of young drivers were identified. The subtypes were found to differ on self-reported risky driving behaviour, attitudes towards traffic safety, risk perception, estimation of own driving skills, and accident involvement. Two of the subtypes were identified as high-risk groups in traffic. The first high-risk group consisted of mostly men, characterised by low levels of altruism and anxiety, and high levels of sensation-seeking, irresponsibility, and driving related aggression. The second high-risk group reported high sensation seeking, aggression, anxiety, and driving anger. The subtypes were also found to differ on how they evaluated and responded to the traffic safety campaign. The results indicated that the campaign seemed to appeal most to the low-risk subtypes. Gender differences within each subtype were also found on the different traffic related measures, as well as on response to the campaign. It is concluded that young drivers should not be treated as a homogenous group pertaining to road safety. Practical suggestions on how to promote safe driving among these subtypes are also discussed. (Author/publisher).
Abstract