Factors influencing subjective ranking of driver distractions

Driver distraction is recognised as a significant cause of road traffic incidents. However, the more objective measurement and ranking of the relative importance of individual distractions in contributing to incidents tend to differ from subjectively-held rankings. To investigate this, the present study examines qualitative characteristics of 14 driver distractions to determine if these characteristics might explain the discrepancy. The conclusion is that for laypersons, qualitative characteristics, such as equity and familiarity, do contribute to their ranking of driver distractions. This poses some interesting issues for risk managers. For example, should safety interventions aimed at driver distractions be based purely on factual data and life-saving potential, or should they accommodate qualitative factors of salience to the public?