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Increasing
ROADSAFETY
inLatinAmerica
andtheCaribbean
LessonsfromBehavioralEconomics
Cataloging-in-Publicationdataprovidedbythe
Inter-AmericanDevelopmentBank
FelipeHerreraLibrary
Ramírez,Indhira.
IncreasingroadsafetyinLatinAmericaandtheCaribbean:lessonsfrombehavioraleconomics/IndhiraRamírez,CarlosScartascini.
p.cm.—(IDBMonograph;1168)
Includesbibliographicalreferences.
1.Economics-Psychologicalaspects-LatinAmerica.2.Economics-Phycologicalaspects-CaribbeanArea.3.Trafficsafe-ty-LatinAmerica.4.Trafficsafety-CaribbeanArea.5.Trafficaccidents-LatinAmerica.6.Trafficaccidents-CaribbeanArea.I.Scartascini,CarlosG.,1971-II.Inter-AmericanDevelopmentBank.DepartmentofResearchandChiefEcon-omist.III.Inter-AmericanDevelopmentBank.CountryDepartmentCaribbeanGroup.IV.Title.V.Series.
IDB-MG-1168
JELcodes:D91,I31,R41.
Keywords:Behavioraleconomics,Behavioralscience,Roadsafety,Roadcrashes,Pedestrianbehavior,Cyclistbehavior.
Designandlayout:
Copyright©2024Inter-AmericanDevelopmentBank(“IDB”).ThisworkissubjecttoaCreativeCommonslicenseCCBY3.0IGO(/licenses/by/3.0/igo/legalcode).ThetermsandconditionsindicatedintheURLlinkmustbemetandtherespectiverecognitionmustbegrantedtotheIDB.
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TheopinionsexpressedinthisworkarethoseoftheauthorsanddonotnecessarilyreflecttheviewsoftheInter-AmericanDevelopmentBank,itsBoardofDirectors,orthecountriestheyrepresent.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics2
Increasing
ROADSAFETY
inLatinAmerica
andtheCaribbean
LessonsfromBehavioralEconomics
2
Behaviorand
RoadSafety
4
LeveragingBehavioralScienceforRoadSafety
1
Introduction
6
Conclusions
3
CognitiveBiases
andBehavior
5
ExamplesfromLatinAmerica
andtheCaribbean
ABSTRACT
RoadcrashesareasignificantpublichealthissueinLatinAmericaandtheCaribbean,re-sultinginastaggeringtollofapproximately110,000fatalitiesandover5millioninjuriesan-nually.Thesetragedieshavefar-reachingeconomicimplications,costingLatinAmericaandtheCaribbeanbetween3and5percentofitsgrossdomesticproduct.Agreatmanyroadcrashescanbeattributedtoavarietyofunsafebehaviors,suchasdistracteddriving,speeding,andimpairmentfromalcoholordrugs.Throughanunderstandingofcognitiveandsocialfac-torsthatinfluencesuchbehaviors,behavioralsciencesoffervaluableinsightsfordevelopingeffectiveinterventionsandstrategiestopromoteroadsafety.Thisreportfocusesonthebe-havioralandcognitivebiasesthatmakeaccidentssocommoninourregion,oninitiativesimplementedaroundtheworldusingbehavioralinsightsthatcouldbebeneficialtotheregion,andonthebehavioralinterventionsthathavebeenimplementedinLatinAmericaandtheCaribbeantoincreaseroadsafety.
WethanktheTransportDivisionoftheIDBfortheexchangeofideasandinformationthatmadethispublicationpossible.
Allillustrationsincludedinthisreportareatruerepresentationoftheinterventiontowhichtheyrelate.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics4
1
INTRODUCTION
1.INTRODUCTION
RoadcrashesareamaincauseofprematuredeathsinLatinAmericaandtheCaribbean,es-peciallyamonglow-incomepopulationsandtheyoung.1Around110,000peopledieandmorethan5millionareinjuredannuallyinroadcrashesintheregion.Accidentsaretheleadingcauseofdeathforchildrenbetweentheagesof5and14andthesecondleadingcauseforyoungadults.Thepeopleaffectedarecommonlythoseintheirmostproductiveyears,betweentheagesof15and29,whichleadstoalossofproductivecapac-ityinourcountries.Annually,roadcrashescostfrom3to5percentoftheregion’sgrossdomesticproduct.
Thepoorestindividualsaredisproportionatelyaffectedbyroadcrashes.
Theyoftenlacktheresourcestoprotectthem-selves,recoverfrominjuries,orreceivepropercompensationandhealthcare.Theirlimitedac-cesstojusticeandadequatehealthcareexacer-batestheireconomicandsocialhardships,per-petuatingtheirvulnerabilityinthelongterm.
Amongroadusers,themostvulnerable—mo-torcyclists,pedestrians,andcyclists—accountformosttrafficfatalitiesintheregion,withmotorcy-clistscomprising26.5percent,followedbype-destriansat23.5percentandcyclistsat7.1per-cent.Thespecificimpactvariesbycountry,withmotorcyclistsmostheavilyaffectedincountrieslikeBarbados,Colombia,theDominicanRepub-lic,Jamaica,andSuriname,whilepedestrianspro-ducethemostfatalitiesinElSalvador,Guatemala,andPanama.IncountrieslikeArgentina,Bolivia,andChile,fatalitiesareprimarilyamongdriversandpassengersoffour-wheeledvehicles.
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TheWorldHealthOrganizationhasidentifiedroadtrafficinjuriesandfatalitiesasasubstan-tialpublichealthconcern,bothbecauseofthemanyliveslostandthelargepopulationthatisleftdisabledorsufferingotherconsequences.
Theproblemisespeciallysevereinlow-andmid-dle-incomecountrieslikethoseinLatinAmericaandtheCaribbean,wheresubstantialfinancialre-sourcesareallocatedtocareforandrehabilitatethoseinjuredinaccidents.Thestate,whichlarge-lycoversthiscarethroughpublichealthservices,incursasignificantsocietalcost.Aheavyanddis-tressingpsychologicalburdenisalsoimposedonthosedirectlyaffected,aswellasontheirfamilies,friends,andcommunities,emphasizingtheneedtounderstandhowthechaosontheroadsaffectspeople’smentalhealth.
Despiterecentinvestmentsintransportationin-frastructuretoprovideaccesstoessentialservicesandincreasetheproductivityoftheruralandur-banpopulations,roadsafetyimprovementsintheregionremainlimited.Effortstocreateinstitu-tionsandimplementactionstoreducefatalitieshavenotachievedthesameresultsasinhigh-in-comecountries,whichhavesuccessfullyreversedtheirupwardtrendsinvehicle-relateddeaths.
Behavioralscienceisamultidisciplinaryfieldthatstudiesthebehaviorofindividualsandgroups.Itdrawsonprinciplesfrompsychology,sociology,anthropology,economics,andotherso-cialsciencestounderstand,predict,andchangehumanbehavior.
Sincebehaviorplaysacrucial
roleinroadcrashesbydirectly
influencingtheactionsofdriversandotherroadusers,thetoolsofbehavioralsciencecanbeusedtoreducethelikelihoodofaccidentsbydelvingintothepsychologyofroadusers.2
1FactualinformationfromthissectioncomesfromPintoetal.(2023).
2Behavioralsciencehasproventhatitcanhelpsteerbehaviorsinacost-effectiveway,increasingtheimpactofpublicinterven-tionsandreducingthecostofpublicpolicy(Rapoport,RojasMéndez,andScartascini,2020).
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics6
2
BEHAVIORAND
ROADSAFETY
2.
BEHAVIORAND
ROADSAFETY
Imagineyouaredrivingonahighwayinarushtogettoyourdestination.Howmuchtimedoyouthinkyouwillsaveifyoudrivethelast10kilo-metersat60kilometersperhourinsteadof50kilometersperhour?Somemightanswerthir-tyminutes,othersten,buttheactualnumberismuchlower;youwillonlysavetwominutes.Thetruthisthatthehigheryourspeed,thelesstimeyousavebyincreasingyourspeedevenmore.
Thetraditionaleconomicmodelsuggeststhatallindividualshaveaccesstothisinformationandareabletoprocessthechangesinspeedsandtimesinstantaneously.Thisisnotseeninrealityonourstreets.Intherealworld,driversareofteninfluencedbycognitivebiases,emotions,andso-cialinfluences,leadingtodeviationsfrompurelyrationaleconomicdecisionmaking.
Roadcrashes,ingeneral,are
influencedbyacomplexinterplayoffactors.
Poorlydesignedormaintainedroadinfrastruc-ture,forexample,includinginadequatesignage,confusingintersections,poorroadsurfacecon-ditions,insufficientlighting,orlackofpedes-triancrossings,cancontributetocrashes.Sim-ilarly,roadsidehazards,suchasobstacles,sharpcurves,oranabsenceofbarriersclosetotheroad,canincreasethecrashes’severity.Vehicle-relatedfactorsmayincludemechanicalfailures,lackofmaintenance,defectivebrakesortires,orinadequatesafetyfeatures,suchasairbagsandseatbelts.Drivingcanalsoberenderedmore
BacktoContents
hazardousbyadverseenvironmentalconditions,includingweathereventslikerain,snow,fog,andicethatreducevisibilityandroadtraction,andglarefromthesun,whichcanaffectdrivervisi-bility.Inadequateenforcementoftrafficlawscanleadtomoreviolationsandriskybehaviorsontheroad.
Thisreportfocusesonthe
influenceoncrashesofroadusers,particularlyontheroleplayedbydriver,pedestrian,andcyclistbehaviors.
Driver-relatedbehaviorsthatmayleadtoacci-dentsincludedistracteddriving,impaireddriv-ing,fatigue,aggressivedriving,andfailuretoobeytrafficrules.3Driverscanbedistractedbyusingelectronicdevices,adjustingtheradio,eat-ing,orengaginginanyactivitythatdivertsatten-tionfromtheroad.Drivingundertheinfluenceofalcoholordrugsimpairscognitiveandmotorskills,significantlyincreasingtheriskofcrashes,anddrivingwhiletiredimpairsreactiontimesanddecisionmaking.Aggressivedrivingbehaviorsincludespeeding,tailgating,weavingbetweenlanes,roadrage,failuretoyieldtherightofway,andengaginginconfrontationalorintimidatingactionstowardotherdrivers;thesemayincreasenotonlytheriskbuttheseverityofcrashes.Dis-obeyingtrafficrulesby,forinstance,notwearingseatbeltsorrunningredlightsandstopsignsin-creasestheriskofinjuryordeathinacrash.
Pedestrians,likedrivers,also
havearesponsibilitytominimizetheriskofaccidentsbyfollowingtrafficrulesandexercising
caution.
3Driverbehaviormaybeinfluencedbyageandexperience,asindicatedbyWilliams(1997),Hartlingetal.(2004),andChap-man,Masten,andBrowning(2014).Cognitiveimmaturitycanleadtoimpulsiveactions,poordecisionmaking,andexcessiveconfidence—traitsoftenobservedinadolescentsandyoungadultswhoexhibitriskierdrivingbehaviors—whilealackofdrivingexperiencemayresultininappropriateresponsestoperiloussituationsordifficultieswithnighttimedrivingornavigatinginter-municipalroads.Olderpeoplemayhaveslowerreactiontimesorhealth-relatedissuesthataffecttheirdriving.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics8
Jaywalking—crossingstreetsoutsideofdesig-natedcrosswalks,pedestrianbridges,orinter-sections—cancatchdriversoffguardandleadtoaccidents,ascanignoringtrafficsignals,suchascrossingonaredlightorbeforethe“walk”sig-nalappears.Usingsmartphones,headphones,orengaginginotherdistractionswhilewalkingcanimpairawarenessoftrafficconditionsandhindertimelyreactionstooncomingvehicles.Similarly,walkingwhileundertheinfluenceofalcoholordrugscanimpaircoordinationandjudgment,makingitmorechallengingtonavigatetrafficsafely.
Responsibleandcautiouscyclingisalsoessentialforsafety,both
thatofthecyclistsandoftheroadenvironmentoverall.
Cyclistsdisobeyingtrafficsignalsandsignscanleadtotheircollidingwithvehiclesorpedestri-ans,andtheymaybeatgreaterriskofinjuryiftheyridewithoutahelmetorwithoutreflective
BacktoContents
clothingorproperlightingtomakethemmorevisible.Usingsmartphonesorheadphonesoren-gaginginotherdistractionswhilecyclingcanim-pairawarenessoftheroadandsurroundingtraf-fic,andridingabicyclewithworn-outbrakesortiresorothermechanicalissuescancompromisesafety,aswell.Travelingonabicycleatexcessivespeedsforroadconditions,especiallyincrowdedareasoronbusystreets,canreducereactiontimeandincreasetheseverityofaccidents.Motoristsmayfinditdifficulttoanticipatethemovementsofcyclistswhodonotsignalturnsorstops,rideerratically,weavebetweenlanes,orfailtomain-tainaconsistentline.
Allofthesebehaviorsareinfluencedbycogni-tivebiases—thatis,inherentmentalshortcutsandpatternsofthinkingthatcanleadtosys-tematicdeviationsfromrationalityinjudgmentanddecisionmaking(KortelingandToet2022).
Cognitivebiasesaffecthowweperceive,inter-pret,andrespondtoinformation,ultimatelyin-fluencingourbehaviorandtheoutcomesofourdecisions.Recognizingandaddressingthemisessentialtomakingmoreinformedandobjectivechoices.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics9
3
COGNITIVEBIASES
ANDBEHAVIOR
3.
COGNITIVEBIASES
ANDBEHAVIOR
Cognitiveorbehavioralbiasescansignificantlyinfluencetheeventualityofroadcrashesbyleadingdriversandotherroaduserstomakepoordecisions.
Thesebiasesresultfromthewayourbrainspro-cessinformation,oftenresultinginerrorsinourthinkingandperceptions.Theyarenotdeliber-ateorconscious;rather,theyarementalprocess-esofwhichwearenotaware.Thefollowingareamongthecommonbehavioralbiasesthatcanaffectroadsafety:
ÌOVERCONFIDENCEBIASreferstotheten-dencyofpeopletobemoreconfidentintheirjudgmentsandabilitiesthantheirac-tualperformanceorunderstandingjusti-fies.Overconfidentroadusersmaybelievetheyarebetterathandlingriskysituationsthantheyactuallyare,leadingtoaggressivedriving,speeding,andthetakingofunnec-essaryrisks.
ÌNORMALCYBIASreferstothetendencytounderestimatethelikelihoodofadisasterorsevereeventoccurringbecausethingshavebeen“normal”foranextendedperi-odoftime.Roadusersmayunderestimatetheseverityofasituation,assumingthatev-erythingwillcontinueasusual,evenwhenfacedwithdangerousconditionslikesevereweatherorroadhazards.
ÌOPTIMISMBIAS,alsoknownaspositivitybias,isacognitivebiasinwhichindividu-alstendtounderestimatetheprobabilityofnegativeeventshappeningtothemwhilesimultaneouslyoverestimatingtheprob-abilityofpositiveeventsoccurring.Someroadusersmaybelievetheyarelesslikely
BacktoContents
toexperienceaccidentsornegativeeventsthanothers,leadingthemtodisregardsafe-typrecautions.
ÌCONFIRMATIONBIASreferstothetenden-cyofindividualstosearchfor,interpret,fa-vor,andrememberinformationinwaysthatconfirmtheirpreexistingbeliefsorhypoth-eses.Driversmayselectivelyperceiveinfor-mationthatconfirmstheirpreconceivednotions,suchasassumingotherdriverswillyieldtherightofway,leadingtomisjudg-mentsandaccidents.
ÌRISKCOMPENSATIONreferstopeople’stendencytotakeongreaterrisksinre-sponsetoabeliefthattheuseofsafetymeasuresortechnologiesmakesthemsaf-er,therebypartiallyorcompletelyoffsettingthebenefitsofthesafetymeasures.Someroadusersmayadjusttheirbehaviorbasedonperceivedrisk,engaging,forexample,inriskierdrivingbehaviorsbecausetheyas-sumetheadvancedsafetyfeaturesintheirvehicleswillprotectthem.
ÌANCHORINGBIASoccurswhenindividualsrelytooheavilyonthefirstpieceofinforma-tiontheyencounter(the“anchor”)whenmakingdecisions,evenifthatinformationisirrelevantorarbitrary.Driversmay,forin-stance,anchortheirfollowingdistancetothecarinfrontofthem.Ifthatcaristail-gatingordrivingtooclosetothevehicleaheadofit,thefollowingdrivermayanchorhisorherbehaviortothisunsafedistance,disregardingtherecommendedsafefol-lowingdistance.Ingeneralterms,driversmayfixateonaspecificspeedordistancefromothervehicles,evenifit’sinappropriateforthecurrentconditions,leadingtoacci-dentswhentheyfailtoadapttochangingsituations.
ÌTIMEDISCOUNTINGisthetendencyofindividualstoassignalowervaluetofu-turerewardsorcoststhantoimmediateones.Inotherwords,peopleoftenprefertoreceiveasmallerbenefittodayratherthanwaitforalargerbenefitinthefuture.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics11
Driversmayprioritizeshort-termconve-nienceoverlong-termsafety,suchaschoos-ingtouseamobilephonewhiledrivingde-spitetheknownrisks.
ÌAVAILABILITYHEURISTICreferstoamentalshortcutthatinvolvesmakingjudgmentsanddecisionsbasedontheeasewithwhichrelevantinformationcomestomind.Driv-erstendtoassesstheriskofcertaineventsbasedontheavailabilityintheirmemoriesofsimilarevents.Iftheyhaverecentlyheardaboutorwitnessedaspecifictypeofacci-dentorhazard,theymayoverestimatethelikelihoodofitshappeningtothem.
ÌSTATUSQUOBIASisthetendencyofindi-vidualstopreferthingstostayrelativelythesameortomaintaintheircurrentstateofaffairs.Somedriversresistchangingtheirdrivinghabitsorroutes,evenwhensaferalternativesareavailable,becausetheyareaccustomedtotheircurrentroutines.
ÌSTEREOTYPEreferstoafixed,oversimpli-fied,andgeneralizedbelieformentalim-agethatindividualsholdaboutaparticu-largroupofpeopleorthings.Oftenarisingfromcognitiveshortcutsandgeneraliza-tions,stereotypescaninfluencehowpeo-pleperceive,judge,andinteractwithothersandcaninfluencebehaviorsontheroad.Stereotypesaboutgenderdifferencesindrivingabilities,forexample,suchasabe-liefthatwomenarelessskilledormorecau-tiousdriversthanmen,canleadtobiasedbehaviorsliketailgatingoraggression.4
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Cognitiveoverloadandsocialnormsareotheraspectsof
behaviorthatinfluencethe
occurrenceofcognitivebiasesinroadusers.
Cognitiveoverloadoccurswhenanindividual’scognitiveresourcesareoverwhelmedbythevolumeorcomplexityofinformationandtasksthatneedtobeprocessedsimultaneously.Cog-nitiveoverloadcanleadtodecreasedcognitiveperformance,decision-makingerrors,reducedattention,andincreasedstress.Itcanhaveasig-nificantimpactonroaduserbehaviorthatmayleadtounsafedrivingpracticesandgreaterrisktaking.Driversmayexperiencecognitiveoverloadwhentheyattempttomultitask,suchasbyus-ingamobilephoneandtextingwhiledriving.Try-ingtoadjustin-carentertainmentsystemswhiledrivingmayalsopromptit.Thisdividedattentioncanresultindistracteddriving,reducedreactiontimes,andanincreasedriskofaccidents.
Socialnormsare“theinformalrulesthatgov-ernbehavioringroupsandsocieties”(Bicch-ieri,Muldoon,andSontuoso2018).Thesenormsshapehowpeopleinteractandconformtosoci-etalstandards.Theycanvaryacrosscultures,andtheymayevolveovertime.Failingtocomplywithsocialnormscanbemetwithdisapprovalfrompeers.Withreferencetoroadusers,socialnormsaretheunwrittenrulesorexpectationswithinasocietyorcommunityregardinghowindividualsshouldbehavewhendriving,walking,orcycling.
Somesocialnormsrelatedtoroaduserbehav-iorcanbedetrimentaltoroadsafetyandoverallsocietalwell-beingbyencouragingortoleratingbehaviorsthatareunsafe,discourteous,orevenillegalontheroad.Insomecommunitiesorsocialgroups,forexample,anormmaypromotespeed-ingasasignofconfidenceorawaytoassertdom-inanceontheroad.
4AsoutlinedbyJimenez-Mejiasetal.(2014),aseriesofsurveysconductedwith1,574studentsattheUniversityofGranadainSpainfrom2007to2010demonstratedthatmenaremorepronetoviewthemselvesassuperiordriversanddisplaygreatercon-fidenceintheirdrivingabilitiesthanwomen.Similarly,inresponsetothe2019RoadRiskPerceptionSurveyconductedbytheDistrictSecretariatofMobilityinBogotá,Colombia,72percentofrespondentssaidtheybelievedthatwomenaremorecautiousontheroadthanmen,while60percentagreedwiththenotionthatwomenarelessskilleddrivers(AlcaldíaMayordeBogotá,DC2019).Thisperceptionthatmenarebetterdriversthanwomencanresultinmen’sdrivingathigherspeeds,evenwhenchildrenareinthevehicle(Montoya-Robledoetal.2020).
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics12
Dataindicate,forinstance,thatyoungmen,incontrasttowomen,typicallyhaveagreaterpro-pensityforrisk-taking,pursuingintenseexperi-ences,drivingathighspeeds,exhibitingantisocialconduct,overestimatingtheirdrivingproficiency,andsuccumbingtoexternalinfluences(OECD2006).5
Similarly,certainsocialcirclesmayexhibitacasu-alattitudetowarddrinkinganddriving.AcrossallcountriesinLatinAmericaandtheCaribbean,theproportionoffatalitiesduetoalcoholcon-sumptionamongindividualsages15andolderisconsistentlygreaterformalesthanforfemales(Pintoetal.2023).Negativesocialnormsarealsoprevalentregardingtheuseofhelmetsamongfemalebicycleusers.StudiesconductedinCo-lombia,Japan,andtheUnitedStatesshowthat
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womenoftenconsiderhelmetsuncomfortable,ugly,andunflatteringtotheirphysicalappear-ance(Garrard,Handy,andDill2012;Montoya-Robledoetal.2020).
Understandinghowbehavioral
biases,cognitiveoverload,and
socialnormsinfluenceroadusers’behaviorcanhelpusdevelop
interventionsthatmitigatetheireffects.
Thenextsectiondiscussessomeofthewaysbe-havioralscienceprinciplescanbeapplied.
5Incontrast,womentendtoembracecautiousbehaviorsthatminimizetheirvulnerabilitytoroaddangers(Cordellierietal.2016).EvidencefromseveralEuropeannationsindicateswomenarelessinclinedtoengageinrecklessdriving,typicallyadheretolowerspeedlimits,andobeytrafficregulationsmorecloselythanmen(EuropeanTransportSafetyCouncil2013).
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics13
4
LEVERAGING
BEHAVIORAL
SCIENCEFOR
ROADSAFETY
rewards,strengtheningofpublicpolicyandlegis-lation,andstrategicdesignofroadinfrastructure.
LEVERAGING
BEHAVIORALSCIENCEFORROADSAFETY
Behavioralsciencecanenhanceroadsafetythroughanunderstandingofthecognitiveandpsychologicalfactorsinfluencingroaduserbe-havior.Byapplyinginsightsfromthisfield,poli-cymakersandsafetyorganizationscandesignmoreeffectiveinterventions,makingroadssaferforeveryone.Somebehavioralscienceapplica-
tionsincludetheusetionandawarenessniques,feedbackand
tech-and
ofopticalillusions,educa-
campaigns,nudging
monitoring,incentives
Thesearediscussedindetailbelow.
OPTICALILLUSIONS
Opticalillusionscanbeusedstrategicallytoincreaseroadusersafety.Paintedroadmark-ingsthatcreatetheillusionofnarrowinglanesor
5BacktoContents
createtheappearanceofspeedbumps,forexam-ple,canbeplacedinareaswherereducingvehi-clespeedisnecessary.Theseillusionsgivedriverstheimpressionthattheyneedtoslowdown,evenfnophysicalobstaclesarepresent,whichcanbehelpfulinschoolzonesorareaswithhighpedes-triantraffic.
AnexampleknownforitssuccessistheopticalillusionadoptedbytheChicagoDepartmentofTransportationinthecityonthecurveatOakStreetonLakeShoreDrive.Foryears,thecurvewasknownasacrashhotspot,eventhoughitsdesignwasbasedontypicalengineeringguid-anceforcurves.TheDepartmentofTransporta-tionatfirstrespondedwithgradualalterations,suchasmakinglanemarkingsmoredistinct,en-largingcurvewarningsigns,andaddingflashinglights,butthesemeasureswereineffective.Thedepartmentthenpaintedasetoftransversebarsontheroadwaythatgetclosertoeachotherasdriversapproachthecurve(seeImage1),makingthemthinktheyaregoingfasterthantheyactu-allyare.TheDepartmentofTransportationhasreportedanimprovementindriverbehaviorandareductioninthenumberofcrashessincetheimplementationofthismeasure.
IncreasingRoadSafetyinLatinAmericaandtheCaribbean|LessonsfromBehavioralEconomics15
5BacktoContents
Thepaintingoftransversestripeshasalso
provedeffectiveinhelpingcyclistsadapttheir
speedbeforeintersections.Aninterventionim-
plementedinSweden,designedbyMeBeSafe6
(2023),hadanarrayofstripesrunningrightacross
thebicyclelane,gettingcloserandclosertogeth-
erastheintersectionapproached(seeImage2.
ltseffectivenesswastestedbyplacingonecam-
eraoneachsubject'sbicycletocapturespeedand
trajecto
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