Abstract
Drivers who do not give way to pedestrians are among the main causes of traffic crashes of motor vehicles and pedestrians in China. There is an urgent need to explore effective methods for improving drivers' yielding behaviour. This study used eight kinds of social norm slogans to nudge drivers’ yielding behaviour and explored the influence of pedestrian characteristics and situational factors on drivers’ decision-making regarding giving way when turning right. By analysing 254 valid questionnaires, it was found that compared with static norms, injunctive norms and dynamic + static norms, positively worded dynamic norms have a better nudging effect on drivers' yielding behaviour. The results of the conjoint analysis showed that social norms have the greatest impact on drivers' decisions to yield (32.28%), followed by whether pedestrians comply with traffic rules (23.33%) and the age of pedestrians (18.40%). This study expands the application of social norms and provides a new perspective to promote positive behaviour among drivers.
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