IMPROVING SAFE PEDESTRIAN BEHAVIOR THROUGH VIRTUAL REALITY: AN EMPIRICAL STUDY

INTRODUCTION. Over the last few years, the number of pedestrian fatalities on urban roads has increased, largely due to infractions associated with their behaviors (e.g., crossing when traffic lights are red). It is argued that these behaviors reflect a lack of risk perception. Road safety programs have tried to raise awareness through various methods, using quite often emotionally powerful experi-ences (e.g. testimonies of people who have experienced an accident themselves). Recently, Virtual Reality (VR) has been deployed with the aim of increasing the efficacy of these safety programs. Previous studies have demonstrated the potential of VR to improve pedestrian safety, especially when it is accompanied bydebriefing and critical reflection. METHOD. A total of 43 participants (M = 24.5 years old; SD = 5.14; 65.12% female) were involved in an experimental study with a 2x2 facto-rial design and pre-post measures. They were randomly assigned to one of four groups (Experience a VR accident /Experience VR without an accident; having a debriefing after the VR experience/not having a debriefing after the VR experience). Pre-post measures were of two kinds, (a) self-report measures and (b)VR behavioral measures. Multivariate Analysis of Variance (MANOVA) and general linear mixed models (GLMM) were used to analyze the data. RESULTS AND DISCUSSION. The main results revealed that (a) participants reported a general reduction in the number of rules viola-tions, regardless of condition, and (b) there was a significant reduction in the number of violations committed in VR (i.e., crossing when the traffic light is red) in the condition where participants had previously experienced an accident. These results support the potential of using VR environments to improve pedestrian safety-related behavior. Implications for future research are delineated.