The effect of billboard design specifications on driving: A pilot study.

Decades of research on the effects of advertising billboards on road accident rates, driver performance, and driver visual scanning behavior, has produced no conclusive findings. We suggest that road safety researchers should shift their focus and attempt to identify the billboard characteristics that are most distracting to drivers. This line of research may produce concrete guidelines for permissible billboards that would be likely to reduce the influence of the billboards on road safety. The current study is a first step towards this end. A pool of 161 photos of real advertising billboards was used as stimuli within a triple task paradigm designed to simulate certain components of driving. Each trial consisted of one ongoing tracking task accompanied by two additional concurrent tasks: (1) billboard observation task; and (2) circle color change identification task. Five clusters of billboards, identified by conducting a cluster analysis of their graphic content, were used as a within variable in one-way ANOVAs conducted on performance level data collected from the multiple tasks. Cluster 5, labeled Loaded Billboards, yielded significantly deteriorated performance on the tracking task. Cluster 4, labeled Graphical Billboards, yielded deteriorated performance primarily on the color change identification task. Cluster 3, labeled Minimal Billboards, had no effect on any of these tasks. We strongly recommend that these clusters be systematically explored in experiments involving additional real driving settings, such as driving simulators and field studies. This will enable validation of the current results and help incorporate them into real driving situations.

Overt vs. covert speed cameras in combination with delayed vs. immediate feedback to the offender.

Speeding is a major problem in road safety because it increases both the probability of accidents and the severity of injuries if an accident occurs. Speed cameras are one of the most common speed enforcement tools. Most of the speed cameras around the world are overt, but there is evidence that this can cause a "kangaroo effect" in driving patterns. One suggested alternative to prevent this kangaroo effect is the use of covert cameras. Another issue relevant to the effect of enforcement countermeasures on speeding is the timing of the fine. There is general agreement on the importance of the immediacy of the punishment, however, in the context of speed limit enforcement, implementing such immediate punishment is difficult. An immediate feedback that mediates the delay between the speed violation and getting a ticket is one possible solution. This study examines combinations of concealment and the timing of the fine in operating speed cameras in order to evaluate the most effective one in terms of enforcing speed limits. Using a driving simulator, the driving performance of the following four experimental groups was tested: (1) overt cameras with delayed feedback, (2) overt cameras with immediate feedback, (3) covert cameras with delayed feedback, and (4) covert cameras with immediate feedback. Each of the 58 participants drove in the same scenario on three different days. The results showed that both median speed and speed variance were higher with overt than with covert cameras. Moreover, implementing a covert camera system along with immediate feedback was more conducive to drivers maintaining steady speeds at the permitted levels from the very beginning. Finally, both 'overt cameras' groups exhibit a kangaroo effect throughout the entire experiment. It can be concluded that an implementation strategy consisting of covert speed cameras combined with immediate feedback to the offender is potentially an optimal way to motivate drivers to maintain speeds at the speed limit.