@article{ref1,
title="Driving simulator study on the influence of digital illuminated billboards near pedestrian crossings",
journal="Transportation research part F: traffic psychology and behaviour",
year="2018",
author="Mollu, Kristof and Cornu, Joris and Brijs, Kris and Pirdavani, Ali and Brijs, Tom",
volume="59",
number="",
pages="45-56",
abstract="OBJECTIVE To evaluate the effect of display time and distance of digital illuminated billboards near a pedestrian crossing on glance and driving behavior.  Background Several functional characteristics and placement conditions of digital billboards influence glance and driving behavior.  Method Forty-one participants drove seven different routes (3.8-5.2 km) in a driving simulator. We performed a repeated measures ANOVA with presence of billboard, display time of the message (3 s, 6 s and 15 s), distance from a pedestrian crossing (41 m and 65 m) and road environment (transition road to a built-up area and retail zone) as the manipulated conditions in a randomized order.  Results Shorter display times and retail zone resulted in a significantly higher number of eye glances towards the digital billboard. Participants reported a significantly higher mental workload and a lower estimation of personal driving performance in the presence of a digital billboard. Scenarios with a digital billboard resulted in a somewhat higher approaching speed towards the pedestrian crossing with the minimum approaching speed reached closer to the crossing. The first time a pedestrian crossed the road, reaction time to the crossing pedestrian was higher in presence of the digital billboard (this was not tested statistically).  Conclusion The presence of a digital billboard, especially with short display time, leads to visual distraction, which has a negative impact on driving behavior and traffic safety.<p /> <p>Language: en</p>",
language="en",
issn="1369-8478",
doi="10.1016/j.trf.2018.08.013",
url="http://dx.doi.org/10.1016/j.trf.2018.08.013"
}