The Anatomy of Road Dominance: An Empirical Investigation into Engine Power, Social Status and Black-Colour Psychology as Drivers of Aggressive SUV Behavior in Western Uttar Pradesh

Abstract

Increasing attention on Sports Utility Vehicles (SUVs) or off-road type of passenger cars (e.g., black colored vehicles) has increased awareness about potential relation with aggressive driving behavior. Though vehicular features (e.g., Engine power) has the association with driver's driving behavior in the literature, other psychological and social factors (e.g., Self related perceptions of power, identity, status, symbolic nature and emotional feelings towards vehicle) may have implications for driver behavioral predispositions. This study examines the role of perceived engine power, social status and black vehicle color psychology on aggressive driving behavior of black SUV drivers in Western Uttar Pradesh, India. For conducting this study a quantitative, cross-sectional research design was used. The primary data were gathered from 400 black SUV drivers from Western Uttar Pradesh, India by applying a survey questionnaire consisted of nine latent constructs namely Power and Dominance, Confidence and Identity, Social Image, Behavioural Influence, Emotional Feelings, Perceived Reactions of Others, Symbolic Meaning, Colour Choice Motivation and Implicit Behaviour. Cronbach’s alpha, Composite Reliability (CR) and Average Variance Extracted (AVE) were calculated to ensure the reliability and validity of the measurement model. The result of the Structural Equation Modeling (SEM) analysis showed that psychologicperceptions associated with vehicle ownership such as social image, symbolic meaning and emotional feelings are strongly related with the inclination toward aggressive driving and certain demographic and perceptional variables have low influence. This study adds to the current knowledge on the symbolic and psychological meaning related toblack SUVS and driver's psychological predispositions than its mechanistic features. These findings imply interesting and practically significant perspectives for policy makers, public road transport authorities, automotive producers and behaviorists to devise specific interventions for improving safety behaviors and discouraging aggressive driving.