Behavioural feedback to risk variation ensues from unsatisfied appetency

For a long time, but particularly in the last two decades, the phenomenon of behavioural feedback to risk variation, especially to highway safety measures, has been the subject of numerous papers and debates. It has been advanced that human behaviour ensues from the interaction between two motivational systems: (1) appetency, governed by a homeostasic mechanism, wherein the individual seeks to satisfy needs, and (2) aversion, guided by the principle of zero aversion, whereby the individual seeks to avoid aversive stimuli. When an individual considers the possibility of undertaking an action, he weighs the advantages (appetency) and the disadvantages (aversion). If the appetency proves to be stronger than the aversion, the action is completed and ipso facto, the individual accepts the risk associated with it. In this article, it is suggested that the behavioural feedback following a variation in the risk (aversion) ensues from unsatisfied appetency. If the unsatisfied appetency is nil (the individual is already satisfied), a drop in the aversive constraint (e.g. lowered risk of an accident) will not cause any behavioural feedback. On the other hand, if there is an unsatisfied appetency (the individual is not fully satisfied), a drop in the aversive constraint will bring about behavioural feedback in proportion to the level of unsatisfied appetency. Cases in which behavioural feedback is likely to arise and the implications for public policy-making are briefly discussed.