This paper presents a framework that applies models of self regulation, including personality system interaction theory and the concept of optimal self esteem, to augment the theory of planned behavior. This framework is used to characterize four clusters of individuals, each demonstrating a unique profile of risky behaviors and dispositional characteristics. First, some individuals primarily engage in behaviors that align with the norms of their peers. In contrast, other individuals ensure their behavior concords with their personal attitudes; their behavior is less contingent upon legal policies and enforcement. Third, some motorists deliberately engage in hazardous activities, primarily to foster positive affect. Finally, some individuals do not feel they can override habitual behaviors, such as exceeding speed limits. The dispositional characteristics that coincide with each cluster are also delineated. Furthermore, the leadership structures, marketing campaigns, and mentoring programs that should be directed towards each cluster are discussed.