An impact attenuator, also known as a crash cushion, crash attenuator, or cowboy cushion, is a device intended to reduce the damage to structures, vehicles, and motorists resulting from a motor vehicle collision. Impact attenuators are designed to absorb the colliding vehicle's kinetic energy. They may also be designed to redirect the vehicle away from the hazard or away from roadway machinery and workers. Impact attenuators are usually placed in front of fixed structures near highways, such as gore points, crash barrier introductions, or overpass supports. Temporary versions may be used for road construction projects, including ones mounted on vehicles.

Impact attenuators are designed to absorb the colliding vehicle's kinetic energy to bring it to a stop safely. If no impact attenuator is present, a vehicle which strikes a rigid roadside object will suddenly stop. A person inside will promptly collide with the interior of the vehicle, and that person's internal organs will collide with their chest wall, causing severe internal injuries, and possibly death. By safely dissipating the vehicle's kinetic energy, impact attenuators help prevent such injuries.

Impact attenuators can be categorized by the method used to dissipate kinetic energy:

Gating impact attenuators allow vehicles impacting from the side to pass through them (akin to a gate).

Gating attenuators are more economical, but require a greater clear space surrounding them to be effective; without enough space, errant cars may pass through into another hazard, such as into lanes of opposing traffic.

Water-filled attenuators consist of containers filled with water to absorb impact energy. They are typically not anchored to the ground, and therefore benefit from easy deployment and relocation using barrier transfer machines and cranes. They are non-redirective, meaning they do not deflect vehicles that impact the side back into the roadway. The energy of the impacting vehicle accelerates the water in the barrels vertically and laterally consuming that energy in work done on the water. Additionally, this work is done over time which reduces the deceleration (negative acceleration) applied to the vehicle occupants. A smaller amount of energy is consumed in the work of crumpling the plastic containers. In cold climates, water-filled attenuators are either avoided, or have additives such as magnesium chloride salt added to them to prevent freezing.

A Fitch barrier consists of sand-filled plastic barrels, usually yellow-colored with a black lid. The "Fitch Highway Barrier System" was invented by race car driver John Fitch after the 1955 24 Hours of Le Mans race when his co-driver, Pierre Levegh rear-ended Austin-Healey driver Lance Macklin at high speed, launching his car through the air and into the spectator's area. The car burst into flames and took the lives of Pierre and 84 spectators in the worst accident in racing history. Fitch stated he was inspired by sand-filled fuel cans which he used to protect his tent from strafing during World War II. Early prototypes were self funded and tested due to low initial support. As a proof of concept Fitch used liquor barrels filled with sand to create the necessary impact attenuation, then personally crashed reinforced vehicles into them while recording with a high speed camera to capture the rate of deceleration.

Fitch barriers are often found in a triangular arrangement at the end of a guard rail between a highway and an exit lane (the area known as the gore), along the most probable line of impact. The barriers in front contain the least sand, with each successive barrel containing more, so that when a vehicle collides with the barrels they shatter, the kinetic energy is dissipated by scattering the sand, and the vehicle decelerates smoothly instead of violently striking a solid obstruction, reducing the risk of injury to the occupants.