Nudging Concepts for Traffic Safety: In-Vehicle Implementations and Field Trial Outcomes

Authors

Dr. Olaf Op den Camp, TNO, Helmond, The Netherlands;
Dr. Mikael Ljung Aust, Volvo Cars Safety Centre, Gothenburg, Sweden

Summary

MeBeSafe is a Horizon 2020 RIA project, which aims to stimulate traffic participants toward driving with increased safety margins in common traffic situations that carry an elevated risk, i.e. improving their risk management.  
Many current approaches try to make people behave safer by explicitly appealing to reason. The MeBeSafe project starts from the realization that traffic behaviour is largely automated and habitual, with reason playing a limited role. The project therefore aims to improve road users' risk management through an alternative approach called nudging. Nudging stems from behavioural economics and relates to (subconsciously) pushing humans in a desired behavioural direction through clever feedback and persuasive design, without being prohibitive against alternative choices of action. 
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