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Purpose WIth limited research on the effects of variable message sign (VMS) message content and verbiage on revealed driver behavior, this study aims to investigate how different verbiage of crash-related messages are related to the diversion rate. Design/methodology/approach Using ordered logit models, the associations of message verbiage with diversion rates during crash incidents were assessed using five years of VMS message history within a section of I-15 in the state of Utah. Findings A significant impact of message verbiage on the diversion rate was observed. Based on the analysis results, the crash message verbiage with the highest diversion was found to be miles to crash + “prepare to stop,” followed by crash location + delay information, miles to crash + “use caution” + lane of the crash, etc. In addition, the diversion rate was found to be correlated to some roadway characteristics (e.g. occupancy in mainline, weather condition and light condition) along with the temporal variations. Research limitations/implications These findings could be used by transportation agencies (e.g. state department of transportation [DOTs]) to make informed decisions about choosing the message verbiage during future crash incidents. This study also revealed that higher diversion rates are associated with a shorter distance between the crash location and VMS device location, recommending increasing the number of VMS devices, particularly in crash-prone areas.

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