Think you’re better at driving than most? How psychological biases are keeping our roads unsafe

By Gemma Briggs, Professor of Applied Cognitive Psychology, The Open University

You never have to look hard to find recent reports of fatal vehicle crashes on UK roads. After devastating events such as a crash in West Yorkshire in July 2024, where four adults and two children were killed, media reports often focus on the need for better law enforcement and driver education.

Safety campaigns can only work if people think the messaging is relevant to them and choose to change their behaviour. But psychological research shows that many people are…

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