APPLICATIONS OF APPLICATIONS OF PSYCHOLOGY TO THE PSYCHOLOGY TO THE

UNDERSTANDING AND UNDERSTANDING AND MODIFICATION OF ROAD MODIFICATION OF ROAD

USER BEHAVIORUSER BEHAVIOR

Aurora Aurora CorpuzCorpuz--Mendoza, Mendoza, Ph.DPh.DDepartment of PsychologyDepartment of Psychology

U.P. U.P. DilimanDiliman

The The traditional traditional research research frameworkframework tends to tends to view the transport view the transport system as composed system as composed of 3 major elements: of 3 major elements:

the physical the physical environmentenvironmentthe vehiclethe vehiclethe road user the road user (drivers and (drivers and pedestrians)pedestrians)

Although a multidisciplinary Although a multidisciplinary approach is implied by such a approach is implied by such a framework, early research used an framework, early research used an engineering perspective that was engineering perspective that was focused on roads and motor focused on roads and motor vehiclesvehicles or the design of or the design of traffic traffic engineering techniquesengineering techniques::

Traffic Engineering Traffic Engineering TechniquesTechniques

Transportation System Transportation System ManagementManagement (TSM) attempts (TSM) attempts to maximize the use of existing to maximize the use of existing transport supplytransport supply

Widening of roads & Widening of roads & intersectionsintersectionsOnOn--street parking prohibitionsstreet parking prohibitionsDesignation of truck routesDesignation of truck routesInstallation of reversible lanesInstallation of reversible lanes

Traffic Engineering Traffic Engineering TechniquesTechniques

Transportation Demand Transportation Demand ManagementManagement (TDM) (TDM) attempts to reduce travel attempts to reduce travel demanddemand

Physical restraints on vehicle Physical restraints on vehicle use (truck ban, number use (truck ban, number coding scheme)coding scheme)Pricing restraints on vehicle Pricing restraints on vehicle use (gas tax, registration & use (gas tax, registration & parking fees)parking fees)Promotion of public Promotion of public transporttransport

Traffic Engineering Traffic Engineering TechniquesTechniques

Changes in Motor Changes in Motor Vehicle DesignVehicle Design

Seatbelts, Seatbelts, antianti--lock brake lock brake systems, systems, crashcrash--deformable deformable vehiclesvehiclesInstallation of brake Installation of brake lights to signal lights to signal reduced speedreduced speed

Early studies in Early studies in experimental experimental psychologypsychology addressed addressed topics related to topics related to driver driver errorerror: :

visual search patterns visual search patterns of driversof driversdriver impairment driver impairment caused by fatigue, caused by fatigue, drug and alcohol use, drug and alcohol use, divided attention divided attention

There is growing recognition that road user There is growing recognition that road user behavior is now the most important single behavior is now the most important single accident contributory factor with accident contributory factor with 85% of 85% of road accidentsroad accidents in the Phil. in the Phil. caused by driver caused by driver error or violationserror or violations. .

Contemporary Contemporary Traffic Traffic PsychologyPsychology research research explores further the role of explores further the role of the road user, particularly the road user, particularly the vehicle driver, with a the vehicle driver, with a focus on a broader set of focus on a broader set of psychological variables that psychological variables that could impact on driver could impact on driver behaviorbehavior

Perceptual styles Perceptual styles Attitudes & MotivationsAttitudes & MotivationsPersonality traitsPersonality traits

DecisionDecision--MakingMaking

Difficulties in the implementation of TSM Difficulties in the implementation of TSM or TDM strategies only emphasize that the or TDM strategies only emphasize that the success of these strategies ultimately success of these strategies ultimately depend on the level of compliance depend on the level of compliance and other behavioral responses of and other behavioral responses of motorists and public transport motorists and public transport commuterscommuters..

This study investigated This study investigated driver behavior of driver behavior of 334 334 Filipino public jeep and Filipino public jeep and private vehicle driversprivate vehicle drivers in in different areas of MMLA. different areas of MMLA. Three violations were Three violations were included:included:

illegal illegal counterflowcounterflow, , failure to give way while failure to give way while turningturningtailgating (close tailgating (close following) following)

The circumstances were varied to The circumstances were varied to assess the effects on behavioral assess the effects on behavioral intention of intention of 3 risk factors3 risk factors::

behavior of other driversbehavior of other driversthe presence/absence of traffic the presence/absence of traffic enforcersenforcersperceived road/vehicle conditions perceived road/vehicle conditions

Factors that influence driver Factors that influence driver behaviorbehavior

the driverthe driverage, genderage, gendereducation education driver type driver type riskrisk--taking personalitytaking personalityperceived risks of traffic perceived risks of traffic violations violations acceptance of risk for traffic acceptance of risk for traffic violations violations

the social environmentthe social environmentdriversdriverstraffic enforcerstraffic enforcers

the vehicle the vehicle the physical environmentthe physical environment

roadroadweather conditionsweather conditions

ResultsResultssignificantly higher significantly higher intentions to commit intentions to commit violations for these violations for these types of driverstypes of drivers::

young driversyoung driversmale driversmale driverspublic jeep drivers public jeep drivers drivers with low levels of drivers with low levels of educationeducation

ResultsResults

The results of hierarchical The results of hierarchical regression analyses showed regression analyses showed that the major components that the major components of the INTEGRATED DRIVER of the INTEGRATED DRIVER MODEL are important MODEL are important predictors of intentions to predictors of intentions to commit traffic violationscommit traffic violations

Risk AcceptanceRisk AcceptanceRisk PerceptionRisk PerceptionPast Behavior/HabitPast Behavior/HabitPerceived ControlPerceived Control

Among the major components, Among the major components, RISK RISK ACCEPTANCEACCEPTANCE consistently proved useful in the consistently proved useful in the prediction of intentions for all samples of the prediction of intentions for all samples of the study. study. In the case of the intention to commit failure to In the case of the intention to commit failure to yield, for example, target risk alone contributed yield, for example, target risk alone contributed more than 30% of the total variance. more than 30% of the total variance. Risk acceptance reflects more than Risk acceptance reflects more than a general a general evaluation of the utilitarian outcomes of evaluation of the utilitarian outcomes of violationsviolations. Thus, an individual with low risk . Thus, an individual with low risk acceptance not only considers violations as acceptance not only considers violations as having little utility, but also holds the belief that having little utility, but also holds the belief that “I’m not the kind of person to commit “I’m not the kind of person to commit violations”.violations”.

Data also showed the Data also showed the importance of the importance of the SOCIAL SOCIAL ENVIRONMENTENVIRONMENT because intentions to because intentions to commit violations were commit violations were significantly higher significantly higher under the ff conditions: under the ff conditions:

when when other driversother driverswere seen to commit were seen to commit the violation the violation when when traffic traffic enforcersenforcers were not were not presentpresent

That anonymous others can impact on driver That anonymous others can impact on driver decisions to commit violations should not be decisions to commit violations should not be surprising because driver behaviors are often surprising because driver behaviors are often carried out in the public domain and are likely to carried out in the public domain and are likely to involve consequences for other people. involve consequences for other people. The behavior of others present in the traffic The behavior of others present in the traffic environment provides a social construction of environment provides a social construction of reality that can reduce personal uncertainty reality that can reduce personal uncertainty about what behavior is safe and what is risky, about what behavior is safe and what is risky, i.e. it helps in i.e. it helps in RISK PERCEPTIONRISK PERCEPTION of drivers.of drivers.

The results of the study have hinted at the The results of the study have hinted at the possibility possibility that Riskthat Risk--Related Related Dimensions of Personality Dimensions of Personality such assuch asExcitementExcitement--Seeking, Future Seeking, Future OrientationOrientation can impact directly on these can impact directly on these complex types of decisions.complex types of decisions.

PERCEIVED CONTROLPERCEIVED CONTROL and and HABIT/PAST HABIT/PAST BEHAVIORBEHAVIOR, significantly improved the , significantly improved the prediction of intention after risk acceptance was prediction of intention after risk acceptance was already taken into account.already taken into account.

a a jeepneyjeepney driverdriver who considers a violation as who considers a violation as acceptable tends to decide to commit or not acceptable tends to decide to commit or not commit the violation on the basis of commit the violation on the basis of how how difficult the violation is to performdifficult the violation is to perform (perceived (perceived control).control).a a private driverprivate driver decides on the basis of how decides on the basis of how worthy or acceptable it is and worthy or acceptable it is and how often how often he/she had committed it beforehe/she had committed it before (habit).(habit).

It is important to examine closely the It is important to examine closely the interactions of different variables for different interactions of different variables for different types of driverstypes of drivers

Private and Private and jeepneyjeepney drivers as subgroups did not drivers as subgroups did not differ significantly in terms of risk acceptance differ significantly in terms of risk acceptance and it is unlikely that being a and it is unlikely that being a jeepneyjeepney driver driver per per sese makes one more likely to commit violations.makes one more likely to commit violations.It is suggested that education is the crucial It is suggested that education is the crucial factor that makes the intentions of the 2 groups factor that makes the intentions of the 2 groups different. different. Data show that drivers, private or Data show that drivers, private or jeepneyjeepney, , without a college degree have significantly without a college degree have significantly stronger intentions to commit violations relative stronger intentions to commit violations relative to college graduates. to college graduates. This finding is noteworthy because it points to This finding is noteworthy because it points to the importance of a college education, in the the importance of a college education, in the local setting, to driver decisions to violate rules. local setting, to driver decisions to violate rules.

Overall, the local data suggest the following Overall, the local data suggest the following path of influence from education to path of influence from education to intention: intention:

W/Out COLLEGE DEGREE

LIMITED DRIVER TRAINING

LESS KNOWLEDGE OF RULES

HIGH PERCEIVED CONTROL

HIGH TARGET RISK

STRONG INTENTION

W/ COLLEGE DEGREEMORE DRIVER

TRAINING

MORE KNOWLEDGE OF RULES

LOW TARGET RISK

WEAK INTENTION

That education, knowledge of rules and That education, knowledge of rules and intentions to commit violations were intentions to commit violations were significantly linked in this study is significantly linked in this study is supportive of the argument for including supportive of the argument for including perceived moral obligation as a predictor perceived moral obligation as a predictor of intentions to commit driving violations. of intentions to commit driving violations. Perceived moral obligation refers to Perceived moral obligation refers to personal beliefs about right and personal beliefs about right and wrong behavior and reflects wrong behavior and reflects internalized moral rulesinternalized moral rules..

A strong sense of perceived moral obligation generally includes A strong sense of perceived moral obligation generally includes a a strong belief that compliance with the law is essential. strong belief that compliance with the law is essential. In relation to the present study, low perceived moral obligationIn relation to the present study, low perceived moral obligation is is manifested by the apparent unimportance of having a sufficient manifested by the apparent unimportance of having a sufficient knowledge of traffic rules, as less than half of the respondentsknowledge of traffic rules, as less than half of the respondents in in the study reported that they knew many rules.the study reported that they knew many rules.The supposed tendency in our culture to view certain traffic lawThe supposed tendency in our culture to view certain traffic laws as s as informal guidelines to be followed or not, depending on one’s informal guidelines to be followed or not, depending on one’s convenience rather than conscience, may also be seen as indicaticonvenience rather than conscience, may also be seen as indicative ve of low perceived moral obligation. That many Filipino drivers reof low perceived moral obligation. That many Filipino drivers regard gard traffic violations as trivial and easily excusable may be observtraffic violations as trivial and easily excusable may be observed in ed in their frequent use of their frequent use of pakikiusappakikiusap when apprehended for traffic when apprehended for traffic violations. violations. The integration of legal morality with personal morality into a The integration of legal morality with personal morality into a strong strong sense of moral obligation can develop from institutions of sense of moral obligation can develop from institutions of socialization that instill a sense of discipline and respect forsocialization that instill a sense of discipline and respect forauthority, such as family, school and government. The concept ofauthority, such as family, school and government. The concept oftraffic violations in the context of local culture may differ actraffic violations in the context of local culture may differ across ross social groups because of the effects of education and other social groups because of the effects of education and other socializing agents. socializing agents.

APPROACHES TO MODIFYING APPROACHES TO MODIFYING DRIVER BEHAVIORDRIVER BEHAVIOR

ENGINEERING ENGINEERING STRATEGIES: STRATEGIES: Design Design physical layout so physical layout so that deviant behavior that deviant behavior is not viable in is not viable in physical termsphysical terms

PINK FENCESPINK FENCESUU--TURN SLOTS VS TURN SLOTS VS INTERSECTIONS WITH INTERSECTIONS WITH TRAFFIC LIGHTSTRAFFIC LIGHTS

APPROACHES TO MODIFYING APPROACHES TO MODIFYING DRIVER BEHAVIORDRIVER BEHAVIOR

ENFORCEMENT ENFORCEMENT STRATEGIES:STRATEGIES: Severely Severely punish deviant punish deviant behaviorbehavior

ENFORCEMENT OF ENFORCEMENT OF PENALITIES FOR PENALITIES FOR VIOLATIONS MUST BE VIOLATIONS MUST BE CONSISTENTCONSISTENTENFORCERS MUST BE ENFORCERS MUST BE PRESENTPRESENT

IDENTIFY ERRING IDENTIFY ERRING DRIVERS:DRIVERS:

REMEDIATE THEIR REMEDIATE THEIR BEHAVIORBEHAVIORREMOVE THEM FROM THE REMOVE THEM FROM THE TRAFFIC SYSTEMTRAFFIC SYSTEM

APPROACHES TO MODIFYING APPROACHES TO MODIFYING DRIVER BEHAVIORDRIVER BEHAVIOR

INCREASE DRIVERS’ AWARENESS OF RISK AND INCREASE DRIVERS’ AWARENESS OF RISK AND DECREASE WILLINGNESS TO ACCEPT RISKDECREASE WILLINGNESS TO ACCEPT RISKIncentive programs that reward safe driving Incentive programs that reward safe driving behaviorsbehaviors provide benefits to drivers with no provide benefits to drivers with no accidents, are less costly over engineering efforts (e.g. accidents, are less costly over engineering efforts (e.g. physically preventing violations using road designs or physically preventing violations using road designs or barriers) and disciplinary action (e.g. penalties for barriers) and disciplinary action (e.g. penalties for violations). violations).

These programs are particularly These programs are particularly applicable to hired applicable to hired drivers or public utility driversdrivers or public utility drivers whose employers or whose employers or companies can provide substantial companies can provide substantial bonuses/benefits/privileges, financial or otherwise, bonuses/benefits/privileges, financial or otherwise, to drivers who have had no violation to drivers who have had no violation citations/tickets, or accidents, within a given time citations/tickets, or accidents, within a given time period. period.

APPROACHES TO MODIFYING APPROACHES TO MODIFYING DRIVER BEHAVIORDRIVER BEHAVIOR

For both public utility and private For both public utility and private drivers, a drivers, a traffic safety education traffic safety education programprogram can be designed to can be designed to increase driver awareness of the increase driver awareness of the negative consequences of unsafe negative consequences of unsafe behaviors, and thereby behaviors, and thereby reduce their reduce their willingness to accept riskswillingness to accept risks. .

TRAFFIC SAFETY EDUCATIONTRAFFIC SAFETY EDUCATIONInformation should Information should specify what exactly are specify what exactly are safe and unsafe driving safe and unsafe driving behaviors. behaviors. Greater awareness of Greater awareness of what constitutes unsafe what constitutes unsafe behaviors makes it behaviors makes it easier to avoid them, and easier to avoid them, and greater awareness of greater awareness of what are safe behaviors what are safe behaviors makes it easier to follow makes it easier to follow them.them.

MARAMING SALAMAT!MARAMING SALAMAT!