traffic safety culture laura schwab-reese, ma cori peek- asa , phd, mph university of iowa injury...
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Traffic Safety Culture
Laura Schwab-Reese, MACori Peek-Asa, PhD, MPH
University of IowaInjury Prevention Research Center
Broad Definition:• “aspects of the…culture which
will impact on attitudes and behavior related to increasing or decreasing risk”
Detailed Definition:• sum of the behaviors, cognitions,
and artifacts of the community towards traffic safety and the prioritization of safety at individual, interpersonal, community, and society levels that positively or negatively influences the likelihood of being in a traffic crash
Lack of consistent definition is a barrier to culture change.
Guldenmond, 2000; Schwab-Reese, Peek-Asa, McGehee 2013
Traffic Safety Culture Definition
Cognition
BehaviorsArtifacts
Cognition:-Values
-Beliefs about “normal” behavior
-Expectations for violations of “normal” behavior
Ward, Linkenbach, Keller, & Otto (2010)
Reported acceptability is one way to measure cognition.
0%
10%
20%
30%
40%
50%
60%
70%
9.80%3.60%
42.00%
6.30%
National Sample
% Reported Acceptable
AAA, 2012
Traffic Safety Culture Definition
Cognition
BehaviorsArtifacts
Behaviors:-Actions that exemplify the
culture-Rituals
-Habitual Behaviors-Reactive Behaviors
Ward, Linkenbach, Keller, & Otto (2010)
Self-reported behavior is one way to measure behaviors.
0%
10%
20%
30%
40%
50%
60%
70%
22.30%26.60%
68.80%
38.40%
National Sample
% Reported Engaging in past 30 days
AAA, 2012
Measuring multiple constructs provides a richer picture of
the overall culture.
0%
10%
20%
30%
40%
50%
60%
70%
9.80%3.60%
42.00%
6.30%
22.30%26.60%
68.80%
38.40%
National Sample
% Reported Acceptable % Reported Engaging in past 30 days
AAA, 2012
Traffic Safety Culture Definition
Cognition
BehaviorsArtifacts
Artifacts:-Symbols, expressions, and
tools-Language
-Laws/Policies
Ward, Linkenbach, Keller, & Otto (2010)
Traffic signs are artifacts of the local culture.
Theory simplifies and clarifies complex phenomena
• Separates irrelevant factors and organizes relevant ones
• Predicts how factors relate to each other
• Allows prediction based on prior knowledge
Traffic Safety Culture Frameworks
Explaining Traffic Safety Culture:Social Ecological Theory
Individual
Interpersonal
Community/Organization
Society
Explaining Traffic Safety Culture:Social Ecological Theory
Ecological Perspective Construct Example: Cell Phone Use while Driving
Individual-Teen belief about susceptibility to crash-Teen knowledge about risks of cell phone use
Interpersonal- Parental expectations regarding ability to reach teen on phone-Peer use of cell phones while driving
Community/Organization
-Community acceptance of cell phone use-Behavior modeled by other members of the community-School/work rules about cell phone use while driving
Policy -Laws about cell phone use-Enforcement of cell phone laws
• Improvements are made to the existing culture– not creating a new culture
• There is not one culture but many cultures.
• Transformation is not a simple process• Long-lasting• New elements• Considerable time commitment• Cyclical and repeated
Transforming Traffic Safety Culture
Linkenbach, Ward, Otto (2012)
1. Plan & Advocate
2. Assess Culture
3. Establish Common
Framework
4. Develop Strategies
5. Pilot Test & Refine
6. Implement Strategies
7. Evaluate Effectiveness & Needs
Changing Traffic Safety Culture:Action Framework
Individual
Interpersonal
Community/Organization
Society
Linkenbach, Ward, Otto (2012)
Changing Traffic Safety Culture:Plan & Advocate
Begin with a strategy session led by a nation leader
Collaborate with neighboring states with sound traffic safety
transformation plans
Identify key stakeholders and leaders of the culture transformation efforts
Changing Traffic Safety Culture:Assess Culture
Identify a set of standard measures to asses Iowa’s
current traffic safety culture
Include multiple levels of the socio-ecologic framework
Changing Traffic Safety Culture:Establish Common Frame
Coordinate planning session with key stakeholders
Conduct a series of community engagement activities to gain
perspective
Changing Traffic Safety Culture:Develop, Pilot-Test, Implement, &
Evaluate Develop a strategic plan and
portfolio of strategies Pilot test strategies with key
stakeholders Implement strategies
Evaluate the effectiveness of the strategies
Assess the ongoing needs
ReferencesAAA Foundation. (2013). 2012 Traffic Safety Culture Index. Washington, DC: AAA Foundation. Retrieved from: https://www.aaafoundation.org/sites/default/files/2012TrafficSafetyCultureIndex.pdf.Guldenmund, F.W. (2000). The nature of safety culture: A review of theory and research. Safety Science, 34(3), 215-57.Linkenbach, J., Ward, N., & Otto, J. (2012). An Action Framework for Transforming Traffic Safety Culture. Retrieved from: http://www.westerntransportationinstitute.org/documents/centers/culture/ACTION_Framework_for_Traffic_Safety_Culture_v5_2012-12-31.pdfSchwab Reese, LM., Peek-Asa, C., & McGehee, D. (2013). Traffic Safety Culture: The Public Health Perspective. Report to the Iowa Department of Transportation. Injury Prevention Research Center, University of Iowa.Ward, N.J., Linkenbach, J., Keller, S.N., & Otto, J. (2010) White Paper on Traffic Safety Culture. Retrieved from: http://www.westerntransportationinstitute.org/documents/reports/4W3048_Final_Report.pdf.
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