The Hawthorne Effect occurs when subjects of an experimental study change or improve their behavior because they are being evaluated or studied. This concept first came from experiments conducted at the Hawthorne Works factory in the 1920s and 30s. Researchers initially aimed to determine how different working conditions affected worker productivity. Surprisingly, studies showed that productivity improved not only when conditions were made better but also when they were made worse – with the key indicator being workers’ awareness of being observed, which led to increased motivation and efficiency.
The Hawthorne Effect’s relevance for fleet safety
In the context of the fleet industry, the Hawthorne Effect can have significant implications. An example of the Hawthorne Effect in the fleet industry can be seen when drivers know their performance is being monitored by safety or GPS technology, they may be more likely to comply to safety protocols, drive safer and reduce idling time. This heightened awareness can lead to improved fuel economy, lower maintenance costs, and enhanced overall fleet performance. On the flip side, this Hawthorne Effect example may imply that improvements observed might be temporary as long as the drivers feel they are under careful examination.
Without constant feedback and coaching, poor driver behavior will typically return within 90 days. It is not uncommon for improvements in driver behavior to show up immediately when attention is focused on a new program. Over time however, the program can become stale and improvements can plateau, which creates the need for ongoing feedback and coaching to reinforce that driver behaviors revert to beginning levels.
From a fleet safety technology perspective, there are numerous quality solutions that have the potential to improve driving behavior and lower accident rates over time. The fantastic ROIs and impressive case studies seen in virtually all vendor’s marketing material are typically from fleets that have also integrated an effective system to properly measure risky driving behavior and, in some fashion, deliver feedback to the driver about that behavior. Some of the most common risky driving behaviors include speeding or following distance, aggressive acceleration/braking/cornering, distracted driving and drowsy driving.
This feedback may take the form of:
- In-cab real-time audio feedback to the driver
- Post-drive exception reporting delivered directly to the driver
- Corrective management— including coaching and driver safety education
Reverting back to risky driving behavior
Understanding the Hawthorne Effect helps fleet managers design better monitoring and feedback systems that sustain long-term improvements in driver behavior. By combining observational data with consistent, positive reinforcement and fostering a culture of continuous improvement, managers can mitigate the temporary nature of the Hawthorne Effect and drive lasting enhancements in fleet operations.
A significant challenge for fleet safety is that lasting behavior improvement can only be achieved when the subject receives some form of constant ongoing feedback or attention. If the subject does not stay engaged with the process, previous improvements in behavior will likely be lost. Therefore, any investment in technology should be combined with a long-term program commitment to manage the driving behavior and a process that delivers driver data to the drivers. This approach allows for a longer term view of behavior.
Ways to achieve lasting improvement in driver safety
There are two paths for the driver to achieve lasting improvement:
- The driver must be constantly engaged with the technology and motivated to correct identified risky behaviors
- The risky behavior itself must be prevented from happening in the first place.
With video dash cam technology, there can be a higher degree of real-time interaction with the driver. Cameras can “understand” following distance and certain elements of driver distraction. Nothing, however, stops the driver from the possibility of being involved in risky driving.
With telematics solutions, the driver can still take part in dangerous driving and is reliant on corrective feedback and coaching to actually improve.
With ADAS solutions like speed governors, lane departure systems, or cell phone blocking software that restricts phone use while driving, the offending behavior is effectively restricted from happening in the first place which means less coaching and less likelihood of reverting back to risky driving behavior.
A critical element to the success of any safety program is to determine the time and expense required to continually communicate and track progress with drivers. Success in such programs is greatly enhanced if the end result of the program means that the driver can no longer engage in the offending risky behavior.
