2022/04/21 by Jonathan D. Hall, Joshua Madsen · 1 voice
Engineering · Psychology · #Traffic and Road Safety #Safety Warnings and Signage #Behavioral Health and Interventions
paper · doi:10.1126/science.abm3427
openalex publication_date 2022/04/21 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
Although behavioral interventions are designed to seize attention, little consideration has been given to the costs of doing so. We estimated these costs in the context of a safety campaign that, to encourage safe driving, displays traffic fatality counts on highway dynamic message signs for 1 week each month. We found that crashes increase statewide during campaign weeks, which is inconsistent with any benefits. Furthermore, these effects do not persist beyond campaign weeks. Our results show that behavioral interventions, particularly negatively framed ones, can be too salient, crowding out more important considerations and causing interventions to backfire-with costly consequences.