Using a deliberative approach 228 members of the public from four locations in the United Kingdom took part in six focus groups that met on three occasions. Applying a model based on two interlocking sets of theories (Ajzen's Theory of Planned Behaviour and Bronfenbrenner's Ecological Systems Theory) in the analysis of participants' responses, the paper explores the social and environmental systems that an individual interacts with in the articulation of risky behaviours on the road. Participants discussed how taking risks changed over their lifecourse and how they became safer with age. Social norms and perceived behavioural control influence road user safety behaviour through the exchanging of attitudes, and younger drivers especially are more likely to embrace the symbolic role of the car. The paper concludes that the nature of identity and culture within risk taking is important when designing interventions on the ground.
IntroductionThis paper takes the stance that the road environment is a social situation, with actors or agents that interact and influence one another (Haglund and Åberg 2000). As O'Connell (2002) states, the design and construction of the road and traffic system 'must not be based on an erroneous model of humans as abstract rational actors, isolated from their social context and operating on purely "objective" criteria' (201). As such, road user safety can be viewed as not just skills-based and rule-governed, but also in terms of being an expressive activity (Reason et al. 2001). Hence, for a full understanding of road user safety and for interventions to be successful, the social nature of the road user environment must be taken into account and the attitudes of road users examined. Research investigating the social nature of road user safety has previously focused on three key areas, attitudes towards road user safety, social norms and perceived behavioural control (PBC; for a review of literature see Musselwhite et al. 2010a).In Western societies, research suggests that road users have a good understanding of the speed and collision link; where higher speeds increase the likelihood of a collision and the severity of casualty from the collision (e.g. Higginson 2005; Quimby 2005).