Abstract
This paper deals with rewards and punishments in relation to norms and values of groups. It is pointed out that group norms are essential to the actual behaviour. It is difficult to state what are rewards and what are punishments, because this could vary from person to person. It is important to be knowledgable about the norms and values of subgroups of the road user population, because these norms and values may influence how subgroups respond to safety programmes. In some cases, these norms and values produce perverse or negative safety benefits. Three examples of this are given.