Attempts to curb speeding on the roads usually involve a mix of scary messages and the threat of fines or driving bans. But behavioural economics is starting to be applied to this social issue in creative ways.
A brilliant example from the inspirational www.funtheory.com is the speed camera lottery. If you keep within the speed limit you are caught on camera and automatically entered into a lottery to win a prize. This (in BE terms) is a classic piece of reframing: from a negative and punitive stance to a positive one – offering a reward for those who obey the rules.
Slightly more practical is the Smiley SID (Speed Indication Display) which is a traffic calming sign designed to use social norms on drivers to reduce their speed. A smiley SID rewards drivers when they obey the speed limit, while a sad SID tells them they’re going too fast. Developed as more of a gentle reminder and a non aggressive means of speed limit enforcement, SIDs are seen as the “friendly” face of community and site speed education. They have been found to be effective particularly in low-speed areas, which tend to be residential.
If you have 5 minutes you can check everything here: http://www.research-live.com/comment/slow-down!-you-move-too-fast/4005749.article
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