Two experiments in a driving simulator examined the effects of billboards (roadside signs) on drivers’ performance. The majority of earlier studies on the topic pointed to the relation between billboards and driver distraction or increases in accident rates. The present study included two experiments that focused on the following questions: 1. The effects of load on the road and its shoulders. 2. The effects of billboard size. 3. The effects of billboard type: static, dynamic (that alternate between three advertisements), and video. The participants in the two experiments were University of Haifa students, who had driving licenses for at least five years, and who were paid for their participation. The participants drove in scenarios that simulated a suburban road, where events occurred unexpectedly and required a quick response to prevent an accident. The events occurred on the road (for example, a leading car moves into one’s lane and decelerates) or on the side of the road (for example, a pedestrian runs into the road). (Author/publisher)
Samenvatting