Traffic Safety Culture: TSC PF Projects

While pedestrian safety is found in many Strategic Highway Safety Plans across the country, there may be potentially competing values and beliefs that influence the deployment of effective pedestrian safety strategies. Understanding shared values and beliefs among transportation stakeholders about pedestrian safety is critical to growing a positive traffic safety culture, deploying effective strategies to improve pedestrian safety, and ultimately achieving our nation’s goal of zero deaths on our roadways. This project sought to improve pedestrian safety by developing resources to assess and grow beliefs among transportation stakeholders to support the deployment of effective pedestrian safety strategies. This report includes a literature review, results from 10 stakeholder interviews, a survey created to reveal stakeholder beliefs about pedestrian safety and their understanding, support for, and engagement in pedestrian safety strategies, survey results, and a toolkit entitled: Tools and Resources to Improve Pedestrian Safety. The toolkit includes a resource focused on growing public participation and tools that address growing supportive beliefs to improve pedestrian safety, ways to prioritize pedestrian safety and bolster current approaches, telling your pedestrian safety story, engaging in meaningful conversations about pedestrian safety, and promoting pedestrian safety across the social environment.

There is growing recognition that drivers involved in fatal crashes are often engaged in multiple risky behaviors – not wearing a seat belt, speeding, and driving impaired. Research has established associations between impulsivity and multiple risky driving behaviors. While the association between impulsivity and various risky driving behaviors is established in the literature, there is limited understanding about how to address impulsivity and the underlying beliefs and behaviors of individuals engaging in multiple risky driving behaviors. This research seeks to address this gap by creating and testing an intervention designed to address traffic impulsivity to improve driver behaviors.

How aggressive driving is defined, what factors precipitate such behavior, and what strategies effectively prevent and reduce the incidence of aggressive driving behavior are not widely understood. The proposed research sought to address these gaps through a two-phase project. The purpose of this project was to support work in Phase 1. A literature review was conducted to identify common definitions of aggressive driving, identify factors that precipitate such behavior, understand previously developed contextual models that explain its occurrence, and identify ways to reduce aggressive driving. A proposed definition of aggressive driving and a contextual model that could be used to represent factors and context that influence aggressive driving behavior was developed. Additionally, a survey of road users was implemented to assess the prevalence and correlates of aggressive driving behavior. A resource guidance document was created to help traffic safety practitioners bolster their current traffic safety efforts to address aggressive driving based on what was learned from the literature review and survey.

Because road user behavior is a common factor in traffic crashes, we must explore ways to encourage safer behaviors. Traffic safety culture recognizes that intentional behavior is influenced by the values, beliefs, and attitudes shared among a group of people. Therefore, to change behavior within a group, it is necessary to change beliefs. However, changing beliefs is difficult. The aims of this project were to (1) understand the processes and conditions that influence belief formation and change and (2) provide guidance to safety stakeholders in the design of effective strategies to change traffic safety culture. A literature review was conducted to provide a narrative synthesis of relevant information. These results were used to create a resource for traffic safety practitioners about belief change. The resource distilled the results into an assessment with information about what the guidance was, how it can be helpful, how to use the guidance, and an assessment with 11 questions. Two key conclusions from this narrative review included that (1) we may form a new belief when we perceive an event (i.e., a precursor event) that we cannot explain and (2) we may form a belief because it makes us feel good (i.e., the belief generates a positive emotion). This implies that effective strategies to change beliefs – and therefore behavior – should alert the perceiver to the unexpected consequences and contradictions of their beliefs and demonstrate positive emotions that may be experienced with alternative beliefs.

This project conducted a literature review of current practices in the evaluation of traffic safety culture strategies. This review focused on transportation safety literature but also extended to evaluating safety culture in other public health sectors. A description of the literature was provided as a report, which was also converted to a journal submission. A separate resource document was created to provide traffic safety stakeholders with guidance about the steps and conditions that are necessary for the evaluation of traffic safety culture strategies.

The purpose of this project was to determine if the prevalence of psychological reactance and moral disengagement are higher among adult drivers who never or rarely wear their seat belts or who drive aggressively (i.e., speed, follow too closely, and pass excessively) and to identify potential messaging to minimize reactance and overcome moral disengagement regarding seat belt use and aggressive driving. Surveys revealed that those who rarely or never used a seat belt were found to exhibit more situational psychological reactance (in response to two messages about seat belt use) and exhibit more moral disengagement than people who usually or always used a seat belt. No differences in proneness to psychological reactance were found based on seat belt use. Those who frequently drove aggressively were found to exhibit more proneness and situational psychological reactance and exhibit more moral disengagement than people who rarely or never drove aggressively. Recommendations for message content to increase seatbelt use and reduce aggressive driving are provided as well as guidance on message components that reduce psychological reactance and moral disengagement. Supportive materials developed included two information sheets, one message brief, presentation slides, and a summary poster.

Distracted driving is a significant contributing factor to motor vehicle crashes. Cultural-based strategies seek to change the behaviors of individuals by connecting their social identity to nested layers of relationships. Relationships between family members or between supervisors and employees provide opportunities to reduce distracted driving. This project conducted surveys among parents with teens who were driving and supervisors who supervised employees who drove for work to better understand their beliefs about distracted driving and about establishing (or clarifying) expectations and rules about distracted driving. Regression models indicated that attitudes, perceived injunctive and descriptive norms, and perceived control were significant predictors of distracted driving behaviors by parents. Many parents indicated they had family rules about not having hand-held cell phone conversations or texting while driving; far fewer parents indicated they had rules about not having hands-free cell phone conversations, not adjusting vehicle equipment, or not reaching for objects while driving. Regression models indicated that behavioral beliefs, perceived descriptive norms, and perceived control were significant predictors of parenting behaviors to reduce distracted driving among their teens. Similar patterns were found among supervisors in workplaces with employees who drive for work. The results of these surveys informed the development of conversation guides for parents and supervisors to decrease distracted driving and increase engaged driving.

There is growing concern about driving under the influence of cannabis (DUIC), especially as more states consider changing laws to legalize cannabis. A key question regarding the legalization of cannabis for recreational or medical purposes is its potential impact on public health issues such as traffic safety. To address the needs of traffic safety practitioners and policymakers, this synthesis report seeks to summarize key information about the role of cannabis in traffic safety in order to inform policy regarding cannabis legalization and traffic safety. Main conclusions include: (1) Cannabis is a plant-based drug that is typically smoked or ingested. (2) Cannabis is the most commonly used illicit drug in the U.S. (3) The primary psychoactive compound of cannabis is delta-9-tetrahydrocannabinol (THC). (4) THC is transported by the circulatory system to the brain where it alters neural activity and brain functions. (5) Changes in neural activity and brain functions can impair core cognitive functions such as attention. (6) Cognitive impairment results in impaired driving behaviors. (7) Impaired driving behaviors increase driver responsibility for motor vehicle crashes. (8) THC-positive drivers are twice as likely to be killed in a motor vehicle crash. (9) The fatal crash risk is much higher when THC is combined with alcohol. Currently, there is some evidence that the legalization of recreational cannabis increases crashes. However, because it has been only recently that relatively few states have adopted this legislation, the amount of evidence is insufficient for a definitive conclusion. Thus, there is a need for more research to examine the effect of cannabis legalization on traffic safety. Such research will require longer post-legalization periods and more states that have enacted these legislative changes.

Growing proactive traffic safety is a novel approach that strategically shifts our focus to the engagement of the larger majority of safe road users to influence the behaviors of the smaller group engaging in risky behaviors. Previous research sponsored by the Traffic Safety Culture Pooled Fund to understand traffic safety citizenship revealed a variety of opportunities to bolster proactive traffic safety to reduce traffic crashes and fatalities. However, in order for state highway safety agencies and stakeholders to embrace this strategic approach, information learned from research must be translated to practice. This final report provides the final drafts of four proactive traffic safety communication tools that can be used to communicate and integrate proactive traffic safety into existing traffic safety efforts. The communication tools include: a proactive traffic safety primer, PowerPoint presentation, conversation guide, and poster.

There is growing interest in “traffic safety culture” (TSC) as a key factor to manage and sustain safe roadway transportation systems, especially as more jurisdictions adopt targets of zero traffic fatalities and serious injuries. However, the theory, terminology, and methods involved in addressing TSC come from human and social science disciplines that are not typically included in traditional traffic safety, engineering, or other behavioral change agencies (e.g., departments of transportation, driver's licensing, motor vehicle records, etc.). The lack of shared language and understanding about TSC limits the ability of agencies to explore this topic and engage new stakeholders. Additionally, the variation in the interpretation and implementation of TSC strategies has resulted in no consensus about best practices. Communication tools that develop shared language and understanding about traffic safety culture and its relationship to vision zero goals are needed. This final report summarizes the TSC Primer and supporting toolkit developed to address this need.

Understanding the attitudes and beliefs of law enforcement leaders and officers regarding traffic safety is critical to growing a positive traffic safety culture and ultimately achieving a goal of zero deaths on the nation’s roadways.

The purpose of this project was to develop a better understanding of the traffic safety culture (i.e., shared values, beliefs, and attitudes) of driving under the influence of cannabis (DUIC). A survey was developed based on an augmented integrated model of behavior and was implemented using mailed and internet-based methods. Adults age 18 and older from the U.S. responded. Two states with legalized recreational use of cannabis (Colorado and Washington) were oversampled. The survey measured DUIC behavior, intention, willingness, attitudes, behavioral beliefs, perceived norms, and perceived control. About half of the individuals who had used cannabis in the past 12 months reported driving within four hours of use. Partial correlation coefficients showed that many components of the model correlated with willingness to DUIC. Significant differences in attitudes and beliefs were found between non-users of cannabis, users of cannabis, and those who DUIC. No differences in beliefs or attitudes were found between states with and without legalized recreational use laws nor between states with legalized medical use laws. Recommendations for strategies to reduce DUIC are provided.

This final report summarizes the methods, results, conclusions, and recommendations derived from a survey conducted to understand values, beliefs, and attitudes regarding engagement in behaviors that impact the traffic safety of others. Results of the study provide a better understanding of safety citizenship behaviors and associated beliefs thus informing how to grow these beliefs in communities – thereby creating a culture that achieves greater improvements in traffic safety. A survey was developed based on an augmented integrated model of behavior and was implemented with adults age 18 and older from the U.S. using mailed and internet-based methods. About half of the people who responded to the survey indicated they had been in a situation in the past 12 months when someone was not wearing a seat belt or was reading or texting while driving. Of those who indicated they were in a situation to intervene, more than half did. They were more likely to intervene with others who were socially closer to them (e.g., family and friends) than with those more socially distant (e.g., acquaintances or strangers). Most people had favorable attitudes and beliefs about intervening. Analysis revealed that the perception of whether most people do intervene (e.g., the perceived descriptive norm) was strongly correlated with intervening behavior. Similarly, most people who responded to the survey had favorable attitudes about strategies involving policy or rules to increase seat belt use or decrease reading or typing on a cell phone while driving. Recommendations for growing intervening behaviors are provided.