“…Second, cyclists did not comply with the legislation. Although there is evidence that a proportion of Italian cyclists do not follow some basic traffic rules such as traffic lights (Fraboni et al, 2016), the number of cyclists that ignored the visibility aids law, and hence the size of the behavior change, is unknown. Drawing from classical deterrence theory (Bates et al, 2012;Fleiter et al, 2013;Homel, 1988), I argue that cyclists may have not complied with the law because the expected costs from violations (e.g., certain, swift, and severe fine sanctions) are perceived lower than the costs of adhering (i.e., having to wear high-vis clothing, which may be considered cumbersome or unfashionable or embarrassing or inconvenient or not having it with you) as well as their gains (e.g., safety).…”