BC Injury Prevention Conference: puzzles and answers

Last week, at the at the BC Injury Prevention Conference 2010, some presenters and attendants put forward interesting questions that manifest inconsistencies in people’s behaviour and perception of risk:

  • Why parents have their children wear bicycle helmets, but still refuse to use them?
  • Why more than 70% of Canadians think they drive better than others? Does this indicate that education campaigns have failed?1
  • Why gang related crime gets more police and media attention than road crashes, when the latter produces way more fatalities than the former?1

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Risk taking is a matter of format

Risk-taking is often associated with the character of a person. However, researchers have demonstrated that this behaviour greatly depends on the way people are presented a decision problem: most people decide to take risks when they face choices with negative outcomes (injuries), and choose safer options when they face positive consequences (dancing in the prom). Consequently, road safety, health promotion and injury prevention campaigns should convey risks in positive terms, and avoid communicating negative outcomes.

Risk-taking is often associated with the character of a person: some individuals are considered risk-takers and are said to lead risk-taking lives1. However, researchers have demonstrated that this behaviour greatly depends on the way people are presented a decision problem2, 3, 4. Indeed, most people decide to take risks when they face choices with negative outcomes3, 4 such as diseases or injuries. Conversely, most individuals choose safer options when they face positive consequences3, 4 like “dancing in the prom” or “playing with my children”.

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Statistics are lies!? Damn not!

Mr. Goldstein’s belief that statistics are lies is largely fuelled by misconceptions about statistics and its role in decision making. Sadly, this kind of uninformed opinions had a lot to do with the absurd proposal to make Canada’s census voluntary.

I know this post is two weeks late and I am sorry about that. Still, better late than never.

This is a reply to Lorrie Goldstein’s column, “Stats, smoke and mirrors”, in which he rants about crime rates and Statistics Canada―the Canadian statistics agency. In my opinion, his diatribe is foolish, unfair and uninformed.

In an effort to be straightforward, this is what I will discuss:

  1. If decision makers don’t know how to use statistics, then they are the problem; don’t blame statistics for that.
  2. Mr. Goldstein’s “analysis” of crime rates is useless and superficial.

Continue reading “Statistics are lies!? Damn not!”

Impaired driving: Media is helping!

When reporters explain the causes of a collision and emphasize on drivers’ choices, they are also educating the public on how to prevent crashes, injuries, or fatalities. In fact, experimental studies have demonstrated that this type of journalism produces positive changes in the public’s perception of the problem.

Last week, I was glad to see that an impaired driving conviction was generously covered by the media and even made the front page of local newspapers1. In particular, Matt Kieltyka’s piece exhibited traits of what experts consider good road accident journalism: it contained a detailed description of the event, including its human context, antecedents, the aftermath, and it explained how drinking and driving led to the death of a little girl1.

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Re: Can YOU stop impaired driving?

The “benefits of [a sobriety check] campaign may not depend on drivers’ being personally exposed to a checkpoint, but rather on their knowing that others have.” Thus, local media can aid sobriety check campaigns, by announcing how many have been checked and how many didn’t pass. Media coverage, in turn, will increase the perceived risks of being caught in by the police.

This is a blog response to the post “Can YOU stop impaired driving?” in which Sergeant Tim Burrows calls for ideas on how to tackle this problem. Here, I present my two cents:

First, don’t use threats of physical harm or death in your communications, because this kind of message is not effective with the target groups for which it is intended: male drivers and sensation seekers (this term refers to a personality trait that is associated with risk-taking and impaired driving)1, 2. Moreover, some studies suggest that these messages can be counterproductive, because they induce denial (“this won’t happen to me”) and self-enhancement attitudes (“I am a better driver than the people in the ad”).

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Audience analytics for road safety: personality traits

In order to be effective at educating the public, road safety campaigns must answer basic questions about drivers: who are they? Are there any identifiable groups? What gets their attention? How to communicate effectively with each of them? In this post, I will these questions in terms of personality traits. As I will describe, psychological research on this area has proven to be very useful for road safety and injury prevention in general.

In order to be effective at educating the public, road safety campaigns must answer basic questions about drivers: who are they? Are there any identifiable groups? What gets their attention? How to communicate effectively with them? In this post, I will answer these questions in terms of personality traits, because psychological research on this area has proven to be very useful for road safety and injury prevention in general.

Continue reading “Audience analytics for road safety: personality traits”

Playboy model is defeating scientists in PR battle over vaccines

Although the scientific paper that spawned fear of vaccines was officially retracted in February 2010 1, many parents are still reluctant to immunize their children. Yes, the anti-vaccination movement is still alive and kicking 2, and the paper is far from being retracted in the arena of public opinion 3. Why is this happening?

Although the scientific paper that spawned fear of vaccines was officially retracted in February 20101, many parents are still reluctant to immunize their children. Yes, the anti-vaccination movement is still alive and kicking 2, and the paper is far from being retracted in the arena of public opinion 3. Why is this happening?

Continue reading “Playboy model is defeating scientists in PR battle over vaccines”