Prompting drivers to stop for crossing pedestrians

This study used an ABA reversal design to evaluate the effectiveness of written signs with social assistance to increase the proportion of drivers stopping for pedestrians in crosswalks. In Weeks 1 and 3, observers obtained baseline data on the proportion of drivers stopping for pedestrians at two sites. In Week 2, the observers instituted the signs with social assistance, and observed stopping behavior among motorists. If the driver stopped, the pedestrian crosser held up a green ‘‘Thank you for stopping’’ signs to drivers. If the driver did not stop, a confederate down road held up a pink ‘‘Please stop next time’’. The study also looked at the generalization of the effect by counting stops at a crosswalk (without treatment) downstream from the test crosswalk. Observers tracked the behavior of 410 drivers at the intervention site and 420 drivers downstream. The analysis revealed a significant increase in stopping behavior during the treatment condition (50.9%) from the baseline conditions (46% and 37.3%). It also showed a higher level of stopping downstream during the treatment week (44%) than in the baseline weeks (38% and 42%). The results suggest that hand-held signs may encourage drivers to stop for pedestrians. 2003 Elsevier Ltd. All rights reserved.