ABSTRACT
ABSTRACT Problem: Limited empirical evidence has been developed for models of motivation in driving. Approach: We used a high-fidelity driving simulator. Driver conformance with social norms was manipulated by varying traffic patterns. Time and perfmmance-based payment systems were used to assess the effect of incentive on driver motivation. The complexity of the driving environment was investigated as a mediating factor. Findings: Risky behavior, specifically higher driving speed, was observed with the performance-versus time-based payment system. Drivers conformed with social norms associated with specific traffic patterns. Higher roadway complexity interacted with the motivational factor manipulations and produced lower driving speeds. Conclusion: Motivational models can be supported by empirical evidence on driver performance and are promising for explaining and understanding driver risk-taking behavior.
