Many of us - as traffic safety stakeholders - have the goal to reduce traffic fatalities and serious injuries to zero. Because road user behavior is a common factor in traffic crashes, we must explore ways to encourage safer behaviors. Traffic safety culture recognizes that intentional behavior is influenced by the values, beliefs, and attitudes shared among a group of people. Therefore, to change behavior within a group, it is necessary to change the beliefs. However, changing beliefs is difficult, and we require a better understanding of how beliefs are formed and changed so that we can develop more effective traffic safety culture strategies.