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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/22583

Title: LED: Light Evoking Distraction? A driving simulator study on the distracting effect of illuminated LED-advertising signs.
Authors: Mollu, Kristof
Brijs, Kris
Geraerts, Marc
Declercq, Katrien
Cornu, Joris
Brijs, Tom
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.
URI: http://hdl.handle.net/1942/22583
Category: C2
Type: Conference Material
Appears in Collections: Research publications

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