ABSTRACT
This chapter provides an overview of the most prevalent theories of driver behaviour and focus particularly on research on the emerging role of the emotions in driver behaviour. The theory of planned behaviour has played a significant part in psychological theories of driver behaviour. The chapter shows how continuity between the rational and desiring/emotional driver can be established that is more beneficial to understanding and addressing road safety issues than either ignoring the role of desire or opposing desire and rationality. Safety campaigns might appeal to the rationality of the driver and portray breaking the rules as wilful disobedience, while car advertisers appeal to desire, maintaining and drawing on the idea that males in particular are driven by the desire for high speed and being challenged by power and performance in cars. The chapter discusses social and cultural approaches to mobility and what they can contribute to understanding emotional engagement in driving practice.
