Many insightful, inventive, and effective psychological initiatives have been instituted to curb the incidence of risky behavior, with the goal of reducing road trauma (for recent discussions, see Asche & Aven, 2004; Elvik, 2004; Lu, 2006). These measures are intended to oblige or encourage road users to act carefully and cautiously. Implicit in this objective is the assumption that individuals must regulate their own behavior, overriding their occasional inclination to behave recklessly. Insight into the mechanisms that underpin self regulation, therefore, would enable practitioners to characterize the measures that will most likely encourage Issue 1 2009 VVOOLL1133 2 suitable behavior. Yet, discourse on psychological safety measures are seldom informed by comprehensive theories of self regulation.