Something like 50% of college graduates in the US are considered functionally illiterate, despite an enormous number of opportunities for intentional practice; and despite presumably knowing, at least somewhat, of the benefit of attaining more advanced literacy. https://www.nbcnews.com/id/wbna10928755
When I think of poor drivers, I think their incentives to become a good driver are much higher. After all, their own lives and the lives of their loved ones are at risk.