Social marketing can be a useful transportation demand management (TDM) planning approach, to change people's travel behavior. A new NITC study led by Philip Winters and Amy Lester of the University of South Florida's Center for Urban Transportation Research (CUTR) explored a consumer market...Read more
Sunday, the first day of the Transportation Research Board annual meeting in Washington, D.C., is workshop day. Portland State University doctoral student Tara Goddard presents in a showcase of research stemming from the prestigious Dwight D. Eisenhower Transportation Fellowship program.
Goddard probed the question of why so many bicyclists die in traffic crashes. Cyclists are 12 times more likely to be killed in a crash than a driver or passenger in a car. She wondered what role drivers' attitudes toward cyclists might play.
Goddard's research uses a survey to measure drivers' attitudes and self-reported behaviors and to test drivers' implicit attitudes toward both other drivers and cyclists. She pairs the survey piece with a lab experiment that uses hazard-perception video clips to examine whether drivers notice cyclists.
By this approach, Goddard hopes to understand drivers' attitudes and whether those attitudes can predict how they act on the road. That understanding can potentially lead to steps to improve cyclist safety. Her workshop runs 9 a.m. to noon in Room 202B of the Walter E. Washington Convention Center.