Psychologists ‘nudged’ double the normal number of drivers into turning off their engines at a busy Canterbury level crossing by making simple changes to road signs.
Drivers leaving their engines idling for long periods contribute to air pollution, waste fuel, and produce noise and fumes that harm the environment and public health.
But the researchers found that making simple changes to road signs at the level crossing could prompt drivers to consciously reflect on their behaviour, leading to 50% of people turning off their engines.
Psychological research has shown that subtle cues that someone’s behaviour is being observed can increase their compliance with instructions.
In the first part of their study, Professor Dominic Abrams and Dr Tim Hopthrow, of the University’s School of Psychology, found that greater numbers of motorists waiting at the level crossing could be encouraged to switch off their engines when a pair of ‘watching eyes’ were added to existing signs instructing drivers to do this when the barriers were down.
The ‘watching eyes’ visual cue prompted around 30% of drivers to switch off while waiting for an average of two minutes at the crossing, compared to 20% who complied with the existing instruction. However, a second test demonstrated that encouraging self-surveillance was even more effective.
Rather than suggesting behaviour was being monitored by others, a second sign aimed to encourage drivers to monitor their own behaviour and reflect on whether they were complying with the instruction. The sign simply instructed drivers to ‘Think of yourself: When barriers are down switch off your engine’. The results showed that combining the instruction with this self-surveillance prompt was highly effective, doubling the rate of drivers who switched off their engines to 50 per cent.
The researchers, who also included lead author Dr Rose Meleady, of the University of East Anglia, and Dr Julie Van de Vyver of the University of Lincoln, say the findings are relevant not just for railway crossings, but anywhere with congestion.
The study comes amid continued concern about air pollution levels in cities across the UK and worldwide. Following a visit last month, the UN’s Special Rapporteur on human rights and hazardous substances said air pollution ‘plagues’ the UK, causing an estimated 30,000-40,000 premature deaths a year. Air pollution alerts were also issued last month for London, where it has been suggested that ‘no idling’ zones could be introduced around schools.
The study Surveillance or Self-Surveillance? Social Cues Can Increase the Rate of Drivers’ Pro-Environmental Behavior at a Long Wait Stop (Rose Meleady, University of East Anglia; Dominic Abrams, University of Kent; Julie Van de Vyver, University of Lincoln; Tim Hopthrow, University of Kent; Lynsey Mahmood, University of London; Abigail Player, University of Kent; Ruth Lamont, University of Exeter; Ana C. Leite, University of Roehampton) is published in the journal Environment and Behavior.