Driver distraction and performance effects of highway logo sign design

Harris, Elizabeth A.; Rogers, Meghan L.; Kaber, David B.; Hummer, Joseph E.; Rasdorf, William; Hu, Jingwen

doi:10.1016/j.apergo.2012.10.009

Cited by 32 publications

(17 citation statements)

References 13 publications

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“…The amount of information in an advertisement can be analyzed by taking into account various aspects: the slogan, the image, and the method of persuasion. The more complex the advertisement (e.g., has more logos), the greater distractor it constitutes (Zhang et al 2013). Thus, the information load of the advertisement depends on the whole composition including the slogan length, logotype, all necessary textual information, and compilation of images (product images, contexts, graphics) of varying degrees of complexity.…”

Section: The Amount Of Informationmentioning

confidence: 99%

Are longer advertising slogans more dangerous? The influence of the length of ad slogans on drivers’ attention and motor behavior

et al. 2018

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The purpose of this project was to verify whether slogans displayed on roadside advertisements created a distraction for drivers. In order to explain the mechanisms underlying this phenomenon, Study 1 examined the impact of slogan length on attentional processing efficiency. Study 2 investigated the relationship between the length of the slogan and the motor behavior of respondents driving a car simulator. We assumed that slogan length would decrease the drivers' task performance in both studies. Study 1 was conducted on a group of 70 participants, who completed a modified version of the Attention Network Test (ANT; Fan et al. Journal of Cognitive Neuroscience, 14(3), 340-347, 2002). The task consisted of visual ads intended to distract respondents from the primary task. Reaction times were significantly longer when ads had longer slogans compared to shorter slogans. Study 2, involving a car simulator, was conducted on a group of 53 drivers performing a task of driving in a convoy. Participants were shown billboards with ads at the roadside in random order (two pairs of corresponding ads with short and long text on it). Participants' driving performance decreased when longer slogans were presented in comparison to the short-slogan condition. In conclusion, we interpret the results of Study 1 to indicate that longer slogan leads to a greater load of attentional processing. This subsequently leads to a reduction of the processing efficiency within attentional systems and further increases the amount of time to resist the irrelevant stimulus. A consequence of this, as shown in Study 2 using a car simulator, is a decrease in cognitive resources necessary for safe driving and therefore worse performance on a driving task.

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Section: The Amount Of Informationmentioning

confidence: 99%

Are longer advertising slogans more dangerous? The influence of the length of ad slogans on drivers’ attention and motor behavior

et al. 2018

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“…-Slogans -text-based advertising, which might be either direct or incorporate more ambiguous or inexplicit literary figures (e.g., metaphors, ambiguity) [2]; -Sexual appeals [3]; -Negative emotions (e.g., fear, sadness, distaste) [4][5][6]; -Positive emotions (e.g., pleasure, drollery, tenderness) [7]; -Teasers -advertising in a form of a planned campaign consisting of two expositions: the first one containing some obscurity, and the second -suspended in time -dissolving the obscurity [8]; -Colour intensity and contrast use; -Picture complexity, i.e., the number of pictograms used in advertising [9]; -Unusual form. As mentioned above, advertising is often aimed at catching addressee's attention, which in the context of roadside advertisement might mean: driver's attention.…”

Section: Introductionmentioning

confidence: 99%

Brief-ANT as a tool for measuring the influence of roadside advertisements content on the drivers’ attentional processes

2018

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The question of roadside advertisement’s influence on road safety is complex and multi-faceted. The list of advertisements characteristics which may play significant role for road safety includes: the size, colours, shape, luminance, contrast, localization, and many more. One of the aspects is advertisement’s content. Advertising industry uses emotional and cognitive mechanisms which are likely to engage the addressees’ attention and therefore make the brand/product more salient for their minds. As far as such a strategy might be effective for advertisers, it may be dangerous for road safety, when used in roadside advertisement. Cognitive, especially attentional, resources play key role in vehicle driving, which requires constant maintenance of situational awareness. Attention distraction, both visual and cognitive, is a proven safety-decreasing factor in vehicle driving. A method for measuring the influence of different advertisement content on attentional resources management - a short, version of the ANT, Brief-ANT, was developed. The results of a nationwide study conducted, revealed that reaction time in Brief-ANT differed significantly depending on the type of content used as the fixation cue, which leads us to a conclusion that Brief-ANT might be a good measure of the content’s influence on attentional resources management.

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“…Additionally, their distractive value increases with the complexity of the sign (i.e. the number of logotypes) [11]. Another perspective on the complexity of advertisement content was adapted by Scheiber's team [12], according to whom, the danger from roadside advertising occurs when it consists of eight or more words.…”

Section: Introductionmentioning

confidence: 99%

Social attitudes towards roadside advertising

et al. 2017

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Abstract. Public opinion is not always consistent with expert opinion. A nationwide CAWI research project was conducted in order to verify Polish drivers' opinion on roadside advertising and their experience concerning distraction and loss of situational awareness. Research results show that although many drivers have experienced partial loss of situational awareness, most of them are not convinced of the need to restrict roadside advertising. Nonetheless, on the basis of the results, we can identify the most distracting characteristics of roadside advertising as well as socially acceptable rule changes.

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Driver distraction and performance effects of highway logo sign design

Cited by 32 publications

References 13 publications

Are longer advertising slogans more dangerous? The influence of the length of ad slogans on drivers’ attention and motor behavior

Are longer advertising slogans more dangerous? The influence of the length of ad slogans on drivers’ attention and motor behavior

Brief-ANT as a tool for measuring the influence of roadside advertisements content on the drivers’ attentional processes

Social attitudes towards roadside advertising

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