Nudging: The Art of Running a Minimal Interference Safety Play

Authors

Dr. Phil. Mikael Ljung Aust,
Volvo Cars Safety Centre, Gothenburg;
Prof. Dr. Phil. Maximilian Schwalm,
Institute for Automotive Engineering (ika), RWTH Aachen University,
Aachen

Summary

MeBeSafe is a H2020 RIA project funded by the European Commission. Its objective is to stimulate traffic participants toward improved safety margin preservation in common traffic situations which carry an elevated risk, i.e. improving their risk management. Most current approaches try to make people behave safer by explicitly appealing to reason. MeBeSafe on the other hand starts from the realization that traffic behavior is largely automated and habitual, with reason playing a limited role. The project therefore aims to change road user behavior by an alternative approach
called nudging which stems from behavioural economics. It relates to (subconsciously) pushing humans in a desired behavioural direction through clever feedback and persuasive design, yet without being prohibitive against alternative choices of action.

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