Effects of roadside memorials on red light running intention in different age, gender and personality groups

Abstract

Despite their ongoing popularity in Australia and around the world, relatively little research has been conducted to understand the effects of roadside memorials on drivers' behaviors. Although a few studies have been conducted to examine the effects of roadside memorials on drivers’ behaviors, none has examined how it works or which driver segments are more likely to be affected by their placements. This study examines the effect of roadside memorials on red light running intention of 949 drivers in the Australian State of Victoria and the Australian Capital Territory. Drivers’ perceptions and reactions to visual depictions of roadside memorials are measured, together with their personalities. We find that it is effective in reducing red light running intentions among middle-aged females, older females and older males and among people who feel sad and sympathetic and/or feel worried and concerned. It is also more effective among people who have a high need for body resources and a high level of agreeableness, but a low need for material resources and/or low general self-efficacy. Therefore, roadside memorials can be used by policy makers as an effective safety communication tool to change the behaviors of these driver segments.