Perceptual load in central and peripheral regions and its effects on driving performance: advertizing billboards.
A broadened version of the perceptual load model was utilized to explore systematically the influence of four variables on driver's behavior: a. levels of load on the road; b. levels of load at the sides of the road; c. event's initial location (on the road vs. at the sides of the road); and d. the presence and size of advertizing billboards. 18 participants participated in two experimental sessions in a driving simulator. One of the sessions contained advertizing billboards and the other session did not. The results indicated that billboards can have a considerable effect on various aspects of driving like the time required responding to a potentially dangerous event or simply the number of accidents occurring during driving, but importantly the effect of billboards on driving was modulated by the levels of perceptual load.
Psychology Department, University of Haifa, Mount Carmel, Haifa 31905, Israel. hmarcia1@univ.haifa.ac.il
Hadas
H
Marciano
Yaffa
Y
Yeshurun
D000063:Accidents, Traffic; D000328:Adult; D000329:Advertising; D001288:Attention; D001334:Automobile Driving / Q000523:psychology*; D003198:Computer Simulation; D005260:Female; D006801:Humans; D008297:Male; D011930:Reaction Time; D014796:Visual Perception; D016526:Workload