Change search
ReferencesLink to record
Permanent link

Direct link
Driver attention is captured by roadside advertising signs
2013 (English)In: Proceedings of the 16th International Conference Road Safety on Four Continents: Beijing, China. 15-17 May 2013, Linköping: Statens väg- och transportforskningsinstitut, 2013Conference paper (Other academic)
Abstract [en]

During the last decades roadside advertising has become a major and rapidly expanding industry. Until the last decade, the extent of roadside advertising signs along rural roads has been strongly restricted in Scandinavian countries, mostly for safety reasons and aesthetic considerations. But growing pressure on road authorities caused by significant financial interests has resulted in a rapidly increasing number of advertising signs along rural roads.

The signs are placed at roadsides with the purpose of capturing and keeping driver attention. When the driver’s attention is captured, resulting in long eye glances in large horizontal angles away from the road, the time available for driver’s response to avoid a crash if something unexpected occurs is reduced. In this perspective, it is relevant to ask whether roadside advertising signs influence driver attention to such an extent that it affects road safety.

With the purpose of investigating, if and how, roadside advertising signs affect road safety a literature study followed by empirical studies has been carried out. The empirical studies were made by using an instrumented car equipped with a camera system to track eye movements, GPS for registration of speed behaviour, and laser scanner for measurement of distances to other road users. Registration data verifies whether the driver is looking at the advertising signs and the number of glances, - including glance duration and glance angles. Those measurements are related to driving speed and distances to other road users and thereby critical situations are detected.

The overall results of the empirical studies show that advertising signs do affect driver attention to the extent that road safety is compromised.

Place, publisher, year, edition, pages
Linköping: Statens väg- och transportforskningsinstitut, 2013.
Keyword [en]
Roadside, Advertising, Attention, Driver, Eye movement, Measurement, Speed, Measurement, Distance (between veh)
National Category
Applied Psychology
Research subject
X RSXC; 80 Road: Traffic safety and accidents, 841 Road: Road user behaviour
URN: urn:nbn:se:vti:diva-7344OAI: diva2:759074
16th International Conference Road Safety on Four Continents. Beijing, China (RS4C 2013). 15-17 May 2013
Available from: 2014-10-29 Created: 2014-10-29 Last updated: 2014-11-06Bibliographically approved

Open Access in DiVA

fulltext(434 kB)175 downloads
File information
File name FULLTEXT01.pdfFile size 434 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Applied Psychology

Search outside of DiVA

GoogleGoogle Scholar
Total: 175 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 160 hits
ReferencesLink to record
Permanent link

Direct link