Can behavioral interventions be too salient? Evidence from traffic safety messages

State departments of transportation sometimes use dynamic message signs (DMS) to display traffic fatality rates as part of safety campaigns intended to increase highway safety. Using DMS data and crash data from Texas for January 1, 2010 through December 31, 2017, the authors find that there was a slight increase in crashes during the safety campaign weeks. It is suggested that fatality messages may be too distracting to drivers and may result in increased traffic rates. The conclusion drawn is that behavioral interventions can backfire and message, delivery, and timing should be carefully considered before implementation.

Language

  • English

Media Info

  • Media Type: Digital/other
  • Features: Figures; References; Tables;
  • Pagination: eabm3427
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 01845197
  • Record Type: Publication
  • Files: TRIS
  • Created Date: May 12 2022 5:12PM