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| Want to be a safer driver? The technology and psychology that can help | Want to be a safer driver? The technology and psychology that can help |
| (7 months later) | |
| More than 1 million people worldwide are killed on roads each year. Psychologists are working on ways to nudge drivers towards being safer | |
| Lisa Dorn | |
| Associate professor of driver behaviour at Cranfield University | |
| Fri 16 Jun 2017 09.43 BST | |
| Last modified on Fri 16 Jun 2017 09.45 BST | |
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| Imagine a world inhabited by rational people, motivated to serve the common good, whose perceptions stay the same and whose decisions are logical. | Imagine a world inhabited by rational people, motivated to serve the common good, whose perceptions stay the same and whose decisions are logical. |
| The reality, of course is that people are guided by emotions, beliefs and biased perceptions. These human characteristics result in major social problems such as obesity, debt, climate change and more than 1.2 million people being killed on the road globally every year. | The reality, of course is that people are guided by emotions, beliefs and biased perceptions. These human characteristics result in major social problems such as obesity, debt, climate change and more than 1.2 million people being killed on the road globally every year. |
| In a recent report by the International Transport Forum (pdf), figures from several countries show that almost a third of serious crashes are caused by deliberate violations and risk-taking, and most result from simple errors of perception or judgement. “Nudges”, or prompts, can remind people to drive more safely. | In a recent report by the International Transport Forum (pdf), figures from several countries show that almost a third of serious crashes are caused by deliberate violations and risk-taking, and most result from simple errors of perception or judgement. “Nudges”, or prompts, can remind people to drive more safely. |
| Behavioural scientists have recently found that nudges can successfully change behaviour. The average driver negotiates traffic in a habitual way, often with little conscious thought. Concentration is constantly required despite driving sometimes being monotonous. | Behavioural scientists have recently found that nudges can successfully change behaviour. The average driver negotiates traffic in a habitual way, often with little conscious thought. Concentration is constantly required despite driving sometimes being monotonous. |
| Bus drivers in particular could benefit from nudges towards driving more safety, and about 32% of bus and coach fatalities are pedestrians and cyclists, according to the European Road Safety Observatory. Internal thoughts and driving on automatic pilot may mean that experienced drivers fail to spot hazards. | Bus drivers in particular could benefit from nudges towards driving more safety, and about 32% of bus and coach fatalities are pedestrians and cyclists, according to the European Road Safety Observatory. Internal thoughts and driving on automatic pilot may mean that experienced drivers fail to spot hazards. |
| Nudges inside and outside a bus can help. External prompts must capture a driver’s attention, such as flashing or moving signs, or those that convey different messages, especially when pulling into and out of a bus stop. The signs might encourage mirror checks, slower speed, progressive braking and watching out for cyclists. The principle around nudging is that over time social norms begin to change for the better. We are social animals and are heavily influenced by what those around us do and say. It then becomes socially unacceptable to behave in any other way. | Nudges inside and outside a bus can help. External prompts must capture a driver’s attention, such as flashing or moving signs, or those that convey different messages, especially when pulling into and out of a bus stop. The signs might encourage mirror checks, slower speed, progressive braking and watching out for cyclists. The principle around nudging is that over time social norms begin to change for the better. We are social animals and are heavily influenced by what those around us do and say. It then becomes socially unacceptable to behave in any other way. |
| Driver assistance systems, such as those that give feedback on driving speed, have been successfully used. Studies have shown that the amount of time spent driving 10% over the speed limit significantly decreased when drivers were provided with real-time visual and audio feedback. For bus cabs, blind spot detection is currently being used to nudge safer driving so that when the system detects a hazard, it issues a warning to the driver check the mirror. A tag fitted to a cyclist can activate these sensors when he or she is within 6 feet. The cyclist’s position is then tracked on a screen in the bus so the driver can keep an eye on them – especially when turning. | Driver assistance systems, such as those that give feedback on driving speed, have been successfully used. Studies have shown that the amount of time spent driving 10% over the speed limit significantly decreased when drivers were provided with real-time visual and audio feedback. For bus cabs, blind spot detection is currently being used to nudge safer driving so that when the system detects a hazard, it issues a warning to the driver check the mirror. A tag fitted to a cyclist can activate these sensors when he or she is within 6 feet. The cyclist’s position is then tracked on a screen in the bus so the driver can keep an eye on them – especially when turning. |
| However, alerts inside a driver’s cab can be very distracting and may be ignored. Many of the studies showing the benefits of alerts either fail to assess behavioural change effects when the system is removed or have found no long-lasting positive effects on driving. | However, alerts inside a driver’s cab can be very distracting and may be ignored. Many of the studies showing the benefits of alerts either fail to assess behavioural change effects when the system is removed or have found no long-lasting positive effects on driving. |
| Nudges have an important role in prompting safer driving but long-term changes will only happen with a safe systems approach, meaning that all elements of road transport are managed and guide drivers to act safely to prevent crashes. | Nudges have an important role in prompting safer driving but long-term changes will only happen with a safe systems approach, meaning that all elements of road transport are managed and guide drivers to act safely to prevent crashes. |
| All parts of the system must be strengthened in combination to multiply their effects and protect road users. | All parts of the system must be strengthened in combination to multiply their effects and protect road users. |
| Lisa Dorn is associate professor of driver behaviour at the centre for structures, assembly and intelligent automation at Cranfield University. | Lisa Dorn is associate professor of driver behaviour at the centre for structures, assembly and intelligent automation at Cranfield University. |
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