The purpose of this paper is to stimulate thinking and research about neglected approaches to traffic safety that are outside of typical engineering or law enforcement practices. These approaches include the study of social, cultural, and other motivational factors that play a role in traffic-safety culture. Not only do these factors affect drivers' behavior, they also affect public attitudes and political support for highway-safety research and implementation of countermeasures. A better understanding of social and cultural motivations underlying drivers' behavior ultimately may lead to improvements in traffic safety. To illustrate the type of approach advocated, the topic of anonymity is discussed in relation to drivers, highway workers, and crash victims. Research in social psychology has shown how anonymity may affect people's behavior in several ways, and a few studies have addressed the effect of anonymity on driver's behavior. Although further research is needed to evaluate the benefits of reducing anonymity, several possible strategies are discussed here.
Abstract