The traffic environment is an important component of our total life space and has a tremendous daily impact, both directly and indirectly, on every individual. However, the potential psychological influence of this context has been largely under recognized by most n the public and scientific communities. The bulk of traffic research, for example, has traditionally emphasized what is referred to as the “Three Es”: Engineering, Education, and Enforcement. In this respect, traffic safety is thought to be best understood and improved by designing safer equipment and roads (Engineering), teaching people about safety (Education), and creating regulations to ensure safe practices are followed (Enforcement). While the importance of these should not be diminished in any respect, most individuals do not consider that psychological factors qualify the success of the Three Es. This presentation argues for the importance of understanding psychological factors in traffic outcomes, and will focus on research conducted sing various methodologies to examine several outcomes related to driver health and safety. Psychological principles that will be emphasized include personality, cognitive biases, attributions, anger, aggression, and stress. Implications will be offered for china’s growing role in traffic psychology research and the potential for their significant impact in the next decade.