Using an Advance Time Meter display as means to reduce driving speed

•Momentary advance time, proportional to time to reach destination, is preferable as speed-related feedback.•Participants were asked to drive a driving simulator using a gauge providing such online feedback.•Their mean driving speed was lower by ∼11km/h from mean driving speed of participants using a speedometer.•The effect was found to be stable over three sessions administered within a week. Testing an experimental means to reduce motivation to drive fast. One determinant of that motivation may be a wrong presumption, demonstrated here: Time to reach destination declines about linearly to increase in driving speed. Actually, that time is a linear function of advance time, the inverse of speed. It is hypothesized that the behavioral by-product of the popularity of that fallacy could be counteracted by introducing an essential change to the speed-based continuous feedback provided to the driver – from a speedometer displaying instantaneous velocity to a gauge reporting advance time (denoted ATM), so that both average driving speed and speed variance are reduced. In two driving simulator experiments, driving speed of participants presented with either of the two types of gauge was recorded. The main finding is that driving with feedback provided by an ATM gauge following prior briefing led to a significant reduction – ∼11km/h – in mean speed, as well as to a significant reduction in between-driver speed variability, as compared with driving with an ordinary speedometer. It was also found that no significant difference was observed in the speeding behavior of participants driving with an ATM display for three ∼2-h sessions administered in three different days, so that the last session took place within seven days from the first one. The ATM gauge serves to reduce motivation to speed. Widespread use of the ATM gauge may result in reduction in number and intensity of accidents.