Findings
Flashing lights, honking horns, meandering pedestrians, fighting kids in the back seat—a driver’s attention is spread thin, which is one reason car accidents are so commonplace. In 1974, psychologist John Voevodsky, PhD, tested a small, inexpensive gadget that would eventually make U.S. highways much safer. The gadget was a third brake light, mounted in the base of rear windshields so that when drivers pressed their brakes, a triangle of light warned following drivers to slow down.
To test whether such a small addition would make a significant difference, Voevodsky equipped 343 San Francisco taxicabs with the third brake light and left 160 taxis with no additional light as a control group. Taxi dispatchers then randomly assigned taxi drivers to taxis with or without the third light, regardless of drivers’ expressed preferences. At the end of a 10-month experiment, taxis with a third brake light had suffered 60.6% fewer rear-end collisions than had the control group taxis. Additionally, drivers of taxis with the third brake light that were struck in the rear by other vehicles were injured 61.1% less often than were drivers of taxis without the light, and repairs to all taxis with the light cost 61.8% less than did repairs to taxis without the light.


