A Strategic Approach to Transforming Traffic Safety Culture to Reduce Deaths and Injuries (2018) / Chapter Skim
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5 Chapter 1: An Introduction to Terminology and Theory 1.1 Traffic Safety and Public Health The World Health Organization (WHO) has identified traffic safety to be an international public health issue (Peden, et al., 2004)
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road u stake 1.2 T T requi an an crash differ Haza Figur crash T in the road roadw condi T intera envir of its choic sers in traff holder actio he Role o he developm res an under alysis of ha . For examp ent aspects rds.
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7 the cultural expectations of the group (Fishbein & Ajzen, 2010)
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A comp repre 2008 depen exam and a Figur T natur – our of cu withi Reid, famil man m cultur s shown in rised of a h senting a set ; Hogg & R ding on ou ple, one indi resident of e 3. Levels he need to e.
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Figur T cultur huma to beh they (Matt physi envir coope cultur behav L cultu beha to pro e 4. Examp hese social e: "the colle n group from ave in ways identify (Fo aini & Thye cal environ onments.
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1.4 D A about share artifa in thi such predi 2011 In traffi them behin some logic cultur partic Figur envir efining Tr rguably, the what cultu d among a g cts (Cooper, s world that an inclusive ct other tha )
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11 Conceptualized in this way, "culture is in the mind of the people" (Geertz, 1973, p.
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result repor influe safety comp seek 1.5 M M is to i behav behav this p Reaso (Gerr mode Glanz envir Figur their in more pe t to transfo nces across culture w onents of tr to change. odeling T any values mprove traff ioral hazar ioral model urpose: Va n Action A ard et al., 2 ls into a sing et al., 20 onment and e 6.
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13 This model acknowledges the influence from the social environment with which the individual identifies (social identity)
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14 is considered important, values provide the impetus to develop beliefs about the physical and social environments relevant to achieving goals consistent with these values (Spates, 1983)
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15 In regards to designing measurement instruments, Table 1 provides a summary of the components of traffic safety culture proposed in Figure 6. The measurement of these components is unique for each specific behavior (i.e., behavioral beliefs about speeding are different than behavioral beliefs about texting while driving)
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16 Role in the Model Behavioral beliefs inform and predict attitudes (Fishbein & Ajzen, 2009)
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17 Role in the Model Values influence the formation of our belief systems (e.g., behavioral, normative, and control beliefs) (Spates, 1983)
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18 interviewer and an individual who is considered a significant stakeholder. The interview typically has standard questions but may also allow for follow-up questions to develop a better understanding.
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19 Table 2. Advantages and Disadvantages of Various Methods of Measuring Traffic Safety Culture Method Representative Accurate Sensitive Predictive (a)
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20 If individuals are selected and asked to complete the survey, the sense of anonymity may decrease and aspects of social desirability (the desire of the respondent to "please" the individual asking for the information) may increase.
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21 regular basis, thus providing information over time that can be valuable in assessing impact and understanding trends. However, most of these surveys measure only self- reported behavior (Appendix D)
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22 1.6.1 Measuring Behavior As discussed previously, our definition of traffic safety culture is based on shared thoughts that predict behavior – but behavior is not itself a component of traffic safety culture. Instead, we collect self-reported or actual measures of behavior as the outcome we are trying to change by transforming culture.
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23 3. Assessment – provides an understanding of which values and beliefs (behavioral beliefs, normative beliefs, control beliefs)
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Exam boxed respo show peopl +1, + positi G the av about samp In sugge and th A yet an respo Exce speed Very Exce speed Very ple: item show ndents wou n in this exa e. Respons 2, or +3 ac ve (safer)
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25 average as the first example (neutral attitude) , but clearly two distinct patterns of responding that may suggest two distinct sub-cultures within the same group.
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26 Predictive modeling is limited by the data available. For example, data sets with only data about behaviors, but not values or beliefs (or vice-versa)
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27 Figure 7. Example of predictive analysis to identify components of traffic safety culture that predict intention to speed.
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predi most the st D E the in speed woul most of a value U drivin attitu attitu ctive analys relevant bel rategies sele ata Requir represent accurate predictiv behavior data resp both traff record fo xample: itial predic ing were de d conduct a relevant to 7-point scal represents a sing this sa g too fast m de that spee des about sp is indicates iefs evident cted in the p ements: ative e, that is, me al model onses from i ic safety cu r each respo tive analysi termined to separate pr the formatio e of level o stronger be me hypothe akes passe ding is und eeding wou directly inf from this ass redictive an asures of tr ndividual re lture measur ndent) s (see Figu be the stro edictive ana n of this att f agreement lief.
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29 for their passengers. This example demonstrates the logic that it is not possible to change an attitude without addressing the underlying belief.
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30 Figure 9. Example of assessment analysis to compare belief strength between (A)
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31 and implemented to support traffic safety goals. And so, the changes in road user behavior should culminate in an observed reduction in fatal and serious injury crashes.
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32 Example: Several authors have noted that road safety campaigns (one type of strategy used to change traffic safety culture) are rarely subjected to a formal and complete evaluation (Robertson & Pashley, 2015; Hoekstra & Wegman, 2011)
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33 The adoption of an appropriate theoretical model relating culture to behavior is not only an indication of such intention; it is also an important determinant of strategy effectiveness. For example, Robertson and Pashley (2015)
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34 Figure 11. Example of logic model for student driver distraction curriculum to change beliefs about distracted driving.
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Figur to int 1.10 T camp Road attitu (Delh transf Howe transf F of fe negat e 17. Exam ervene with TSCB Stra he precedin aigns.
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40 the behavior. And so, this messaging strategy would not qualify as an example of a TSCB strategy, which themselves are based on transforming the social environment that is the basis of our social identity.
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42 1.11 Laws and Enforcement as TSCB Strategies Traffic laws and enforcement can be used as a TSCB strategy. The traditional perspective is that merely passing a law does not directly change beliefs (Geisinger, 2002)
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43 hazards of any road user group are also impacted by the actions of other stakeholder groups within the same social environment. For example, consider strategic efforts to increase bike helmet use among young bicyclists.
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