“Baby on board”: Reducing risk taking in adult drivers in a simulated driving game

► We examined the role of social and cultural contextual factors in modulating risk taking while driving. ► We tested the effect of different priming conditions (protection linked to the infant domain vs. punishment linked to the normative domain) on risky driving behaviour. ► We adopted a simulated driving game combined with ecological social-cultural contextual factors. ► We showed that driving behaviour can be modified by these combinations.