Conflicts of interest: The implications of roadside advertising for driver attention
Conflicts of interest: The implications of roadside advertising for driver attention
There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents.
In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments.
The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload.
Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines.
driving, distraction, attention, mental workload, advertising, simulator
381-388
Young, Mark
3f79589e-2000-4cb0-832a-6eba54f50130
Mahfoud, Janina M.
a03aeb0b-e3bd-456f-aa57-624701739bd7
Stanton, Neville A.
351a44ab-09a0-422a-a738-01df1fe0fadd
Salmon, Paul M.
8fcdacc0-31f9-4276-bd9e-8127db6c806e
Jenkins, Daniel P.
b970d85d-651e-41a5-8a5f-fee336df848c
Walker, Guy H.
6439272c-58bb-4463-84d3-61357d91b2b6
September 2009
Young, Mark
3f79589e-2000-4cb0-832a-6eba54f50130
Mahfoud, Janina M.
a03aeb0b-e3bd-456f-aa57-624701739bd7
Stanton, Neville A.
351a44ab-09a0-422a-a738-01df1fe0fadd
Salmon, Paul M.
8fcdacc0-31f9-4276-bd9e-8127db6c806e
Jenkins, Daniel P.
b970d85d-651e-41a5-8a5f-fee336df848c
Walker, Guy H.
6439272c-58bb-4463-84d3-61357d91b2b6
Young, Mark, Mahfoud, Janina M., Stanton, Neville A., Salmon, Paul M., Jenkins, Daniel P. and Walker, Guy H.
(2009)
Conflicts of interest: The implications of roadside advertising for driver attention.
Transportation Research Part F: Traffic Psychology and Behaviour, 12 (5), .
(doi:10.1016/j.trf.2009.05.004).
Abstract
There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents.
In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments.
The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload.
Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines.
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More information
Published date: September 2009
Keywords:
driving, distraction, attention, mental workload, advertising, simulator
Identifiers
Local EPrints ID: 76213
URI: http://eprints.soton.ac.uk/id/eprint/76213
ISSN: 1369-8478
PURE UUID: 15ce2a09-5830-4fa5-a20b-b4725fb9bc74
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Date deposited: 12 Mar 2010
Last modified: 14 Mar 2024 03:27
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Contributors
Author:
Mark Young
Author:
Janina M. Mahfoud
Author:
Paul M. Salmon
Author:
Daniel P. Jenkins
Author:
Guy H. Walker
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