Roadside advertising and the distraction of driver’s attention

Adam Tarnowski,Agnieszka Marszalec,Anna Olejniczak-Serowiec,K Jamroz,J Żukowska

doi:10.1051/matecconf/201712203010

Adam Tarnowski, Agnieszka Marszalec + Show 3 more

Open Access

https://doi.org/10.1051/matecconf/201712203010

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Journal: MATEC Web of Conferences	Publication Date: Jan 1, 2017
Citations: 4	License type: cc-by

Affiliation: Instytut Transportu Samochodowego

Abstract

Distraction during driving is becoming a major problem in contemporary transport and traffic psychology. Concentration may deteriorate complex vehicle systems due to the provision of unnecessary information and use of mobile phones (the problem is not only talking but writing text messages and e-mails, browsing sites, etc.). A significant role is also played by advertisers who use aggressive ways to attract attention and communicate product information, especially because they compete with an already overloaded attention system. On the other hand, the need for stimulation is strong with people increasingly less tolerant to monotony. The RoAdvert project is aimed to develop evidence-based rules of placing roadside advertising with respect to safety and real possibilities of regulating the advertising market, including the optimal level of driver stimulation. The paper will present a preliminary analysis of the survey and experimental research.

Highlights

That attention focus and situational awareness are essential for vehicle driving [1,2], and that attention distraction and overload are key reasons for missing important on-the-road events [3,4]
In order to maintain situational awareness, the driver needs to employ a number of cognitive mechanisms: perception, comprehension, memory and anticipation [7,8]
The aforementioned results form a basis to conclude that advertisement content does affect driver attention, namely, the presence of human representation increases distraction

Summary

Introduction

That attention focus and situational awareness are essential for vehicle driving [1,2], and that attention distraction and overload are key reasons for missing important on-the-road events [3,4]. That attention distraction leads to a lack of conscious detection of changes in one’s environment, and to the unconscious perception failure[11]. This is especially true, for peripheral change detection (e.g. a pedestrian or a cyclist entering the car path) while performing attention-demanding primary tasks (i.e. car driving) [12]

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Conclusion