By instituting a fine, the law made people fear the repercussions of not buckling up. But what is interesting here is that the fines were quite low, much lower than for speeding, where fines do not seem to work. Somehow these low fines triggered the desired behavioral responses. Next came persuasion through public messaging campaigns that convinced people that buckling up was in their own interest. Such campaigns sought to move seatbelt decisions from an extrinsic motivation (“I don’t want to get punished”) to an intrinsic motivation (“it’s in my own self-interest, so I don’t get hurt”). Then
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