THE EFFECTS OF PROMPTING AND REINFORCEMENT ON SAFE BEHAVIOR OF BICYCLE AND MOTORCYCLE RIDERS TAKERU OKINAKA AND TSUNEO SHIMAZAKI

A reversal design was used to evaluate the effects of vocal and written prompts as well as reinforcement on safe behavior (dismounting and walking bicycles or motorcycles on a sidewalk) on a university campus. Results indicated that an intervention that consisted of vocal and written prompts and reinforcement delivered by security guards was effective at increasing safe behavior exhibited by bicycle and motorcycle riders. No differences were observed between vehicle type or gender with regard to engagement in safe behavior. Key words: community behavior analysis, pedestrian safety, prevention, prompting, traffic safety _______________________________________________________________________________ The number of road accidents between bicycles and pedestrians has more than tripled within the last decade in Japan, from 801 in 1999 to 2,934 in 2009 (Traffic Bureau of National Police Agency, 2010). The Road Traffic Act prohibits bicycle and motorcycle use on sidewalks (except for greenways), because it disturbs pedestrians and increases the risk of injury. To prevent injuries, it is necessary for bicycle and motorcycle riders to behave safely on sidewalks. Previous studies have demonstrated the effectiveness of prompts on safe behavior, such as safety belt use (e.g., Clayton & Helms, 2009) and obeying stop signs (Austin, Hackett, Gravina, & Lebbon, 2006). For example, Clayton and Helms (2009) used a prompting procedure that consisted of presenting a sign (e.g., ‘‘Please Buckle Up—I Care’’) to drivers and flipping the sign to reveal a consequence (e.g., ‘‘Thank you’’) contingent on compliance (i.e., safety belt usage). Other studies have demonstrated the effectiveness of vocal prompts for increasing safe behavior. For example, several studies evaluated the effects of vocal prompts delivered by grocery clerks (‘‘Don’t forget to buckle up’’) on safety belt use and demonstrated a subsequent increase in safe behavior (e.g.