Reflective Trim on Clothing: Desirability Indicated by Purchase Preference

Abstract

Motor vehicle crashes involving pedestrians result in 1.8 deaths per 100,000 population annually in the U.S. Most of these fatalities are attributed to pedestrians not being seen in time for the driver to avoid a collision, particularly under poor visibility conditions. Previous research shows that reflective clothing worn at night can substantially increase pedestrians' visual conspicuity to drivers. The purpose of the present research was to examine people's desire for reflective trim on their clothing. Findings of strong desirability for reflective trim could prompt its incorporation into garments available to the public, and thus, potentially decrease pedestrian-related motor vehicle accidents. The present study measured the extent to which people are willing to pay extra or less for clothing with reflective material compared to the same items without reflective material. People reported they are willing to pay more for reflective material on sports-related, children's and inclement-weather clothing. Implications for safety and future research are discussed.