Risk and the absence of pleasure: a motivational approach to modelling road user behaviour

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Abstract
Motivational models of road-user behaviour are characterized by a heavy reliance on the concept of risk as the main motivating factor influencing behaviour. Using speed choice as an example of risk-taking behaviour, empirical evidence is presented that other factors, such as pleasure in driving and the behaviour of others, also play a major role. Attempts to influence speed choice through publicity measures and police enforcement activities demonstrate that speed-choice behaviour, but not the attitude towards that behaviour, can be changed without changing the perceived level of risk. It is concluded that the development of models that take account of motivating factors other than risk is necessary for accurately predicting road-user behaviour and for developing effective measures that can influence driver behaviour.

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