It’s a not-too-subtle example of a strategy known as behavioural science or nudging – techniques that make people act or respond in a certain manner. Some nudging tactics are straightforward or obvious. Signs displaying speed, speed limits or reminding drivers to take regular breaks try to capture the driver’s attention directly. Others are more subtle; like the “average speed” cameras. While normal speed traps try to catch speeding drivers at one single spot, average speed cameras punish drivers who cover the distance between point A and B too fast. The nudging works: when in 2005 average speed cameras were installed on a 32-mile stretch of the A77 motorway near Glasgow in Scotland, the amount of road casualties fell 37%.
这一不太微妙的策略被称为行为科学——这个技术,使人以某种方式行动或是做出回应。一些“督促”策略是直白或是明显的。标识牌显示速度、速度限制或是通过一些有规律的变化来直接引起司机的注意。其他的更加微妙,像“平均速度”相机。当规定一个正常速度来捕捉超速驾驶者在某一点的速度时,平均速度相机就会捕捉下来,惩罚从A到B点距离超速的司机。这些相机被用在:2005年时的平均速度的相机被安装在苏格兰的格拉斯哥附近的一个32英里的A77高速公路上,道路伤亡数量下降了37%。
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.
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2020-09-15
2020-09-15
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2020-09-15