A novel conceptual framework investigating the relationship between roadside advertising and road safety: The driver behaviour and roadside advertising conceptual framework |
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| Institution: | 1. State Key Laboratory of Subtropical Building Science, School of Architecture, South China University of Technology, Guangzhou, 501640, Guangdong, China;2. Low-carbon Ecological Urban & Rural Research Center, College of Architecture & Urban Planning, GuangDong University of Technology, Guangzhou, 510090, Guangdong, China;1. School of Marxism, Dalian Ocean University, Dalian, Liaoning, PR China;2. School of Psychology, Liaoning Normal University, Dalian, Liaoning, PR China;1. Queensland University of Technology (QUT), Centre for Accident Research and Road Safety – Queensland (CARRS-Q), Institute of Health and Biomedical Innovation (IHBI), Queensland, Australia;2. Faculty of Health, School of Psychology and Counselling, Queensland University of Technology (QUT), Australia;3. Department of Industrial Engineering, Universidad del Norte, Colombia;4. Consortium of Adolescent Road Safety (CADROSA.org), Australia;5. Adolescent Risk Research Unit (ARRU), Sunshine Coast Mind and Neuroscience – Thompson Institute, University of the Sunshine Coast (USC), Australia;6. Sustainability Research Centre (SRC), Faculty of Arts, Business and Law, University of the Sunshine Coast (USC), Australia;7. School of Social Sciences, Faculty of Arts, Business and Law, University of the Sunshine Coast (USC), Australia;1. School of Psychology, The University of Queensland, St Lucia, QLD, Australia;2. School of Public Health, Faculty of Health, University of Technology Sydney, Ultimo, NSW, Australia;3. School of Public Health and Social Work, Faculty of Health, Queensland University of Technology (QUT), Kelvin Grove, QLD, Australia;4. Psychology Department, Auckland University of Technology, Auckland, New Zealand;5. Department of Psychology, University of South Dakota, Vermillion, SD, USA;6. Centre for Accident Research & Road Safety–Queensland (CARRS-Q), Queensland University of Technology (QUT), Kelvin Grove, QLD, Australia;7. Queensland University of Technology (QUT), Centre for Future Mobility, Kelvin Grove, QLD, Australia;1. University of Trento, Department of Psychology and Cognitive Science, Trento, Italy;2. University of Verona, Department of Human Sciences, Verona, Italy;3. Queensland University of Technology (QUT), Centre for Accident Research & Road Safety – Queensland (CARRS-Q), Brisbane, Australia |
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| Abstract: | This paper proposes a conceptual framework to understand the relationship between roadside advertising signs, driver behaviour, and road safety outcomes. Roadside advertising signs are external distractions that may take a driver's attention away from safety-critical driving tasks, potentially increasing crash risk through driver distraction and inattention. Although studies report safety concerns, as a whole, the body of research in the field is inconclusive with inconsistent quality, making it difficult to draw firm conclusions. Definitive links between roadside advertising and road trauma are not yet evident, which has major consequences for road regulators' capacity to develop evidence-based policy to safely administer public roads. However, a lack of consistent evidence does not indicate an absence of risk but underscores its complexity. To address this problem, the Driver Behaviour and Roadside Advertising Conceptual Framework (DBRA framework) was developed to strategically investigate and conceptualise the phenomena of roadside advertising. A new term – “extended engagement” – has also been proposed to account for situations of prolonged attentional engagement with a roadside advertising sign. Further, it is posited that important variations in driving performance may be associated with a driver's extended engagement with a roadside advertising sign. Built on extant theories of driver behaviour and empirical research, the DBRA framework is designed to be a robust tool that encourages a common agenda for future roadside advertising research. |
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| Keywords: | Digital billboard Distraction inattention human factors Road safety policy distracted driving multitasking external distractions |
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