Then there are measures that tap more into the subconscious. Some road construction sites use smiley signs to influence driver behaviour: At the start of the road works the smiley is sad – but it gets progressively happier as you’re nearing the end of the construction zone. The goal is to keep drivers alert and decrease their frustration while they have to keep to a lower speed limit. In a similar vein speed boards in the UK have had a smiley added underneath. They smile at cars under the speed limit, and frown at those that go above it.
Bumping behaviour
Roads in some countries are clearly more dangerous than in others. India accounts for 10% of all road fatalities – about 137,000 people died on Indian roads in 2011 alone. Even though the country’s first access-control motorway – the six-lane Mumbai-Pune Expressway is relatively less dangerous than cramped urban streets, there have been more than 2,000 accidents, with at least 500 fatalities, in its 12 years of operation. Nudging is one way of dealing with the problem. Final Mile is a Mumbai-based behavioural science and design firm that hopes it can play mind tricks with Indian drivers to persuade them to slow down and pay more attention.
More than three-quarters of accidents happen because of a human error, says Ram Prasad, one of the company's co-founders. Specifically, five aspects of human nature are at play: overconfidence; inattention; skewed perception of risk; lack of feedback; and lack of empathy – due to poor eye contact at high speeds.
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