Restricted crossing U-turn (RCUT) intersections on four-lane divided highways significantly improve safety, but their implementation is sometimes met with community resistance. U of M researchers studied the effectiveness of persuasive messaging techniques to increase public acceptance.
RCUTs require drivers on the side road to make a right turn and then—at a break in the median some distance later—make a U-turn to complete a left turn (or make an additional right turn to continue straight on the side road). This removes the need for vehicles to cross traffic and reduces the number of possible danger points.
In 2021, MnDOT conducted before-and-after analysis of these intersections and found that those converted to RCUTs have seen a 69 percent reduction in fatal and serious-injury crashes. RCUTs can be constructed for a fraction of the cost of an interchange, and MnDOT has installed 60 of them since 2009. But when first introduced to the public, RCUTs can cause confusion and frustration—and ultimately online petitions and social media campaigns against them.
In a MnDOT-funded project, a research team led by Nichole Morris analyzed how testimonial videos affected attitudes toward RCUTs. In one phase of the project, researchers used a sample of more than 160 participants from across Minnesota to determine which techniques resonated in different areas. They found that those living outside the seven-county metro were most persuaded by testimonials showing how RCUTs could affect their own lives. Those living inside the metro area were more swayed by testimonials that immersed them in the story and contained a credible and trustworthy speaker. Uniformly, people left this testimonial study feeling more positive and open to RCUTs, Morris says.
In a larger sample study, more than 400 people were randomly assigned to four different techniques: testimonials, informational videos, PowerPoint presentations, and a virtual reality video.
Once again, what resonated most with people depended on where they lived. Rural residents were most influenced by hearing testimonials or experiencing the RCUT via virtual reality. Suburban residents were most influenced by testimonials. Urban residents were most influenced by informational videos or PowerPoint presentations. No matter the technique, most people left the study feeling more supportive of RCUTs, Morris says.
Some of the final recommendations that came out of this research:
- Use a mixed-messaging strategy, since what resonates most with people varies.
- For presentations, don’t remove testimonials to meet time constraints since they tend to be quite effective.
- For less invested people, use shorter and persuasive messages.
- Lead persuasive messaging with information about the benefits of RCUTs so people’s minds are more at ease while they learn about RCUTs.
(By Maggie Biever, adapted from CTS Catalyst, Feb. 2023.)