Testing for effects of racial attitudes and visual contrast on the speed of a driver’s response to a pedestrian

Although ethnic minorities are overrepresented in pedestrian-vehicle collisions, previous driving studies did not examine racial attitudes in such collisions. Our objective was to determine whether the speed of a driver’s response to a pedestrian was affected by the driver’s racial attitudes and the contrast between the pedestrian’s skin colour and background. Participants viewed simulated driving scenes of a pedestrian on a road and pressed a button as soon as they saw an obstacle. Visual information, but not racial attitudes, affected the time it took observers to respond to pedestrian and non-pedestrian stimuli in driving scenes. Results indicated that contrast affected response time even when the stimulus was subliminal. We believe this is the first demonstration of contrast effects with subliminal stimuli in a driving context. Results have implications for traffic safety and for methodology used to study racial attitudes.