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¿Pueden las intervenciones conductuales ser demasiado destacadas? Pruebas de los mensajes de seguridad vial
Jonathan D Hall1,2, Joshua M Madsen3
1Department of Economics and Munk School of Global Affairs and Public Policy, University of Toronto, Toronto, Ontario M5S 3G7, Canada.
Science (New York, N.Y.)
|April 21, 2022
Resumen
Las intervenciones de seguridad conductual pueden ser contraproducentes. El hecho de mostrar las muertes en el tráfico sirve para fomentar la conducción segura, aumentando inesperadamente los accidentes, lo que demuestra que las intervenciones excesivamente destacadas pueden tener consecuencias costosas.
Área de la Ciencia:
- Economía del comportamiento
- Investigación de la seguridad vial
- Intervenciones de salud pública
Sus antecedentes:
- Las intervenciones conductuales tienen como objetivo captar la atención.
- A menudo se pasan por alto los costes potenciales de las intervenciones de gran relevancia.
- Las campañas de seguridad que utilizan exhibiciones públicas son comunes.
Objetivo del estudio:
- Para estimar los costos involuntarios de una intervención de comportamiento específico.
- Para investigar el impacto de la visualización de las muertes en el tráfico en el comportamiento de conducción.
- Para determinar si las intervenciones enmarcadas negativamente pueden ser contraproducentes.
Principales métodos:
- Análisis de datos estatales de accidentes durante y fuera de las semanas de campaña.
- Utilizando señales de mensajes dinámicos para mostrar el recuento de muertes en el tráfico.
- Examinar los efectos a corto plazo de la intervención.
Principales resultados:
- Los accidentes de tráfico aumentaron significativamente en todo el estado durante las semanas de campaña cuando se mostraron los recuentos de muertes.
- El aumento observado en los accidentes no fue consistente con los beneficios de seguridad previstos.
- Estos efectos negativos fueron temporales y no persistieron después de concluidas las semanas de campaña.
Conclusiones:
- Las intervenciones conductuales muy destacadas, especialmente las enmarcadas negativamente, pueden ser contraproducentes.
- Las intervenciones que atraen demasiada atención pueden distraer de consideraciones cruciales, lo que lleva a resultados negativos no deseados.
- Los costos asociados con las intervenciones contraproducentes, como el aumento de los accidentes, pueden ser considerables.
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