Abstract
In a recent paper we proposed a strategy for incorporating threats of shame and embarrassment, along with the threat of legal sanctions, into a rational choice perspective on illegal behavior. In this paper we use that approach in an attempt to account for a reduction in self‐reported drunk driving observed in a community between identical surveys conducted in 1982 and 1990. The interval between the two surveys was a period of intense legislative activity and moral crusading at the national and local levels. Our analysis indicates that the reduction in self‐reported drunk driving in the community is primarily attributable to an increase in the threat of shame for this offense.
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