The Effects of Communication by Interactive Road Signalling on Behavior While Driving

Abstract

In this study was analyzed the effect of communication by interactive road signaling on the behavior of the drivers. A study published in 2013 by Scott & Parker, obtained the results that high reward-sensitivity drivers are considered to be risky drivers, as they report higher risky driving behavior and are likely to infringe traffic rules. This two factor theory based on punishment and reward was revealed by neurophysiological studies that discovered a pleasure center in the brain. Starting from Mowrer’s theory came the claim that reward and punishment are different processes that express an emotion that can serve as internal motivators of behavior. A road signal that is showing the speed and give a "smiley" feedback was used as a reward for the drivers that did not violated the speed limit and a road signal that is showing the speed and give a "sad face" was used as a punishment for the drivers that violated the speed limit. The results of this study is that the mean of the speed measured shown with the presence of message is reducing the risk of big speed violations (54.85km/h) compared with the hidden condition that is showing a mean of speeds of 67.73km/H.

Keywords: nforcement, road signaling, communication, traffic safety campaigns

JEL Classification: O35