By means of investigating the mental background to young male drivers’ risky traffic behaviour, this explorative qualitative
study outlines a framework for the construction of interventions that could mitigate risk-taking among young male
drivers. Seven males, 20–23 years of age, demonstrating excessive speeding behaviour when driving, were interviewed indepth.
Five themes, ‘‘Self-image as a good driver brings self-esteem’’, ‘‘Commanding high speed – a pleasurable sensation’’,
‘‘High awareness of risks, but notions of serious outcomes are not salient’’, ‘‘Imagined accident scenarios evoke outcome
conceptions’’ and ‘‘Perceived cause of accident influences anticipated affective reactions’’, had central positions in their
conceptions about risk-taking and accidents. The results were analysed in relation to previous literature on the concepts
of Anticipated Regret and Imagining as antecedents to attitude and behaviour change, and it was concluded that interventions
based on imagining the emotional aftermath of being the perpetrator of a serious accident should be developed and
2007. Vol. 10, no 5, 414-427 p.
Young drivers; Traffic safety, Driver behaviour, Attitude change, Risk perception, Qualitative