Issue |
MATEC Web Conf.
Volume 122, 2017
XI International Road Safety Seminar GAMBIT 2016
|
|
---|---|---|
Article Number | 03010 | |
Number of page(s) | 7 | |
Section | Road safety management | |
DOI | https://doi.org/10.1051/matecconf/201712203010 | |
Published online | 10 August 2017 |
Roadside advertising and the distraction of driver’s attention
1 Motor Transport Institute, Road Traffic Safety Centre, Warsaw, Poland
2 Univeristy of Warsaw, Faculty of Psychology, Warsaw, Poland
* Corresponding author: adam.tarnowski@its.waw.pl
Distraction during driving is becoming a major problem in contemporary transport and traffic psychology. Concentration may deteriorate complex vehicle systems due to the provision of unnecessary information and use of mobile phones (the problem is not only talking but writing text messages and e-mails, browsing sites, etc.). A significant role is also played by advertisers who use aggressive ways to attract attention and communicate product information, especially because they compete with an already overloaded attention system. On the other hand, the need for stimulation is strong with people increasingly less tolerant to monotony. The RoAdvert project is aimed to develop evidence-based rules of placing roadside advertising with respect to safety and real possibilities of regulating the advertising market, including the optimal level of driver stimulation. The paper will present a preliminary analysis of the survey and experimental research.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.