Conflicts of interest: The implications of roadside advertising for driver attention

M S Young; J M Mahfoud; Neville A Stanton; Paul M Salmon; D P Jenkins; Guy H Walker

doi:10.1016/j.trf.2009.05.004

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Conflicts of interest: The implications of roadside advertising for driver attention

Journal article

Peer reviewed

Conflicts of interest: The implications of roadside advertising for driver attention

M S Young, J M Mahfoud, Neville A Stanton, Paul M Salmon, D P Jenkins and Guy H Walker

Transportation Research Part F: Traffic Psychology and Behaviour, Vol.12(5), pp.381-388

2009

DOI: https://doi.org/10.1016/j.trf.2009.05.004

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Abstract

driving

distraction

attention

mental workload

advertising

simulator

There is growing concern that roadside advertising presents a real risk to driving safety, with conservative estimates putting external distractors responsible for up to 10% of all road traffic accidents. In this report, we present a simulator study quantifying the effects of billboards on driver attention, mental workload and performance in Urban, Motorway and Rural environments. The results demonstrate that roadside advertising has clear adverse effects on lateral control and driver attention, in terms of mental workload. Whilst the methodological limitations of the study are acknowledged, the overriding conclusion is that prudence should be exercised when authorising or placing roadside advertising. The findings are discussed with respect to governmental policy and guidelines.

Details

Title: Conflicts of interest: The implications of roadside advertising for driver attention
Authors: M S Young (Author) - Brunel University, United Kingdom
J M Mahfoud (Author) - Brunel University, United Kingdom
Neville A Stanton (Author) - Brunel University, United Kingdom
Paul M Salmon (Author) - Brunel University, United Kingdom
D P Jenkins (Author) - Brunel University, United Kingdom
Guy H Walker (Author) - Brunel University, United Kingdom
Publication details: Transportation Research Part F: Traffic Psychology and Behaviour, Vol.12(5), pp.381-388
Publisher: Pergamon
Date published: 2009
DOI: 10.1016/j.trf.2009.05.004
ISSN: 1369-8478
Organisation Unit: Centre for Human Factors and Systems Science; University of the Sunshine Coast, Queensland; School of Law and Society
Language: English
Record Identifier: 99450255202621
Output Type: Journal article

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