A perceptual map for understanding concern about unsafe driving behaviours

Vanlaar, W.G.M., Simpson, H.M., and Robertson, R.D.

Results from a national public opinion poll, the TIRF Road Safety Monitor series, were used to identify factors that influenced distracted and other dangerous driving behaviours. In particular, concern about drinking and driving, excessive speeding, distracted driving, using a cell phone while driving, fatigued or drowsy driving, and, using illegal drugs while driving were examined.
This information was used to create a perceptual map in which distances between items in this map correspond to differences in perceptions. Results indicated that a person’s level of concern was partially determined by their perception of other people’s level of concern in addition to their perception of the prevalence and risks associated with those behaviours. The researchers of this study noted that awareness-raising approaches (i.e., education, campaigns) may have little or no effect with persistent offenders, but can be beneficial in influencing levels of concern among the majority of the public.

Vanlaar, W., Simpson, H., & Robertson, R. (2008). A perceptual map for understanding concern about unsafe driving behaviours. Accident Analysis & Prevention, 40(5), 1667-1673.