This study start from the hypothesis that sign perception depends on the motivational valences of signs. Two groups of drivers with different amounts of driving experience rated Swedish road signs on dimensions assumed to indicate perceived sign utility. The ratings were performed against a scenario that included traffic officials' intentions to simplify the sign system. One dimension was amount of reduction in frequency of occurrence, subjects indicated percentages of reduction they believed to be reasonable. A second dimension was appropriateness of complete elimination of a sign from the traffic environment; subjects rated the degree to which elimination was reasonable. Subjective frequency of sign occurrence was rated last. Construct validation procedures showed strong correlations between reduction and elimination rating only for the higher-experience group. Contrary to expectation, both groups showed the same high level of positive attitudes toward all signs. As expected, frequency was a judgmental base for utility, though weakly, except for permissive signs. It was more extensively related to utility for the higher-experience group, particularly for percentage ratings. Curvilinear relationships obtained between frequency and utility for permissive and road guidance signs. (A)
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