Drivers have a very good reason to try to avoid traffic accidents: to avoid property damage, physical injury or even death, of themselves, of family and friends that ride with them and of other users of the roads. Nevertheless, many of the decisions drivers make are decided in a socially suboptimal way. Among the decisions, we can include: 1) whether to use a private vehicle or to commute as alternative options; 2) the desirable level of activity: the amount of driving; 3) the behavior on the road: how to drive; 4) the desirable equipment: which car and safety equipment to invest in.