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|Title: ||LED: Light Evoking Distraction? A driving simulator study on the distracting effect of illuminated LED-advertising signs.|
|Authors: ||Mollu, Kristof|
|Issue Date: ||2016|
|Citation: ||HFES Europe Chapter 2016 (Human Factors and Ergonomics Society) - Human Factors and User Needs in Transport, Control, and the Workplace, Prague, Czech Republic, 26-28 October 2016|
|Abstract: ||The presence of an illuminated LED-advertising sign can influence the visual behaviour during driving. This study investigates the effect of display time, location of LED-billboards and road environment on driver behaviour.
Forty-one participants drove seven different routes (3.8 to 5.2km) in a medium fidelity fixed-base driving simulator. In every scenario the illuminated billboard was presented in 2 different road environments: a transition road to a built-up area and an area with retail stores. We used a within-subject design (repeated measures ANOVA) with display time (3s, 6s and 15s), distance from a pedestrian crossing (41m and 65m) and road environment as the manipulated conditions in a randomized order.
Eye tracking data showed that smaller display times of the message and an area with retail stores resulted in a higher number of eye glances towards the LED-billboard. All participants looked at the LED-billboard and 49% could recall one or more messages. The NASA Task Load Index revealed that the presence of a LED-advertising sign resulted in a significantly higher mental work load and a lower estimation of personal driving performance.
Based on these results, we conclude that the presence of an illuminated billboard leads to (visual) distraction while driving. Practical implications will be discussed.|
|Type: ||Conference Material|
|Appears in Collections: ||Research publications|
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