Examination of driver detection of roadside traffic signs and advertisements using eye tracking |
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| Affiliation: | 1. University of Maribor, Faculty of Logistics, Slovenia;2. University of Maribor, Faculty of Criminal Justice and Security, Slovenia;1. University of Tübingen, Department of Computer Science, Sand 14, 72076 Tübingen, Germany;2. Hochschule Aalen, Kompetenzzentrum Vision Research, Anton-Huber-Strasse 23, 73430 Aalen, Germany;3. University of Tübingen, Centre for Ophthalmology, Institute for Ophthalmic Research, Germany;4. Daimler AG, Research and Development, 71059 Sindelfingen, Germany;5. University of Leicester, Department of Ophthalmology, Leicester Royal Infirmary, United Kingdom;1. Edward P. Fitts Department of Industrial & Systems Engineering, North Carolina State University, United States;2. Department of Civil & Environmental Engineering, Wayne State University, United States;3. Department of Civil, Construction, and Environmental Engineering, North Carolina State University, United States;1. University of Alabama at Birmingham, Department of Psychology, 1300 University Blvd, Birmingham, AL 35294-1170, United States;2. University of Alabama at Birmingham, Department of Civil, Construction, and Environmental Engineering, Hoehn Engineering Building 311B, 1075 13th Street South, Suite 101, Birmingham, AL 35294, United States;1. Edward P. Fitts Department of Industrial & Systems Engineering, North Carolina State University, United States;2. Department of Civil, Construction, and Environmental Engineering, North Carolina State University, United States;3. Staff Engineer, Mobility and Safety Division, North Carolina Department of Transportation, United States |
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| Abstract: | ![]()
Research shows that driver factors, particularly driver distraction, are the most common cause of traffic accidents. Among various visual distractions, objects such as advertisements that are commonly prevailing elements at the roadside, represent an important external distractor that may affect driving performance. Research findings on the influence that roadside signs or advertisements have on driver’s attention focus are not consistent. Therefore, with the application of eye-tracking technology, this research was designed to test several assumptions regarding drivers’ detection and perception of roadside elements. Seventeen volunteer participants, 19–76 years old, performed ten kilometres of urban driving, in which they were visually challenged with 56 traffic signs and 31 advertisements. It was found that drivers’ age is not associated with the number of roadside objects detected. Those drivers who detected more traffic signs were also more attentive to visual advertisements. Furthermore, a positive and large effect size between the number of detected street-level and raised-level advertisements was also found. |
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| Keywords: | Traffic safety Roadside objects Eye tracking Driving distraction |
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