ABSTRACT
People do not seek to minimize risk to their health or safety, but instead try to optimize it in an effort to maximize the overall net benefit to their various motivations. Thus, they will accept the risk of potential misfortune in traffic to satisfy other desires, for example, to gain time, to avert boredom, or to seek excitement. In short, they weigh the perceived advantages and disadvantages of riskier behaviour alternatives against the perceived advantages and disadvantages of safer behaviour alternatives, the outcome of this decision-making process being their target level of risk.
