Impact of video advertising on driver fixation patterns
Impact of video advertising on driver fixation patterns
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DOI：
10.3141/1899-10
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发表时间：
2004-01-01
期刊：
影响因子：
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通讯作者：
Eizenman, M
中科院分区：
文献类型：
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作者：
Smiley, A;Smahel, T;Eizenman, M
为了评估视频广告标志引起的驾驶员注意力分散，研究人员收集了经过四个视频广告标志的受试者的注视数据，其中三个在市中心十字路口，一个在城市高速公路上。平均而言，司机在45%的情况下会瞥一眼这些标志。当司机看时，他们平均看1.9次，每次看的平均时间为0.48秒。比较了视像标志可见和视像标志不可见的交叉路径上的注视分布。在看交通信号或街道标志的次数上没有发现明显的差异。在视频方法中，更大比例的目光投向了速度计。还有后视镜。他们会匆匆瞥一眼前方，偶尔也会在不安全的情况下瞥一眼。在市区，与视频标识相比，静态商业标识的视线角度更大，视线距离更短。与其他研究结果的比较表明，视频标志比交通标志更不容易被人看到（分别是大约一半的时间和几乎每次的时间），个人平均看一眼的时间和总持续时间与农村环境中交通标志的时间相似。这些结果适用于特定环境下的特定视频标志。另一项道路研究表明，在靠近视线且长时间可见的弯道上的视频标志特别容易分散注意力。
To assess driver distraction because of video advertising signs, eye fixation data were collected from subjects who passed four video advertising signs, three at downtown intersections and one on an urban expressway. On average, drivers glanced at the signs on 45% of the occasions on which the signs were present. When drivers looked, they made 1.9 glances, on average, with an average duration per glance of 0.48 s. The distribution of eye fixations on intersection approaches where video signs were visible was compared with that on approaches on which video signs were not visible. No significant differences were found in the number of glances made at traffic signals or street signs. On the video approach, a greater proportion of glances were made at the speedometer. and rearview mirrors. Glances were made at short headways and occasionally in unsafe circumstances. In the downtown area, glances at static commercial signs were made at larger angles and at shorter headways than was the case for video signs. A comparison of the results with those of other studies showed that video signs were less likely to be looked at than traffic signs (about half the time versus virtually every time, respectively) and that individual average glance durations and total durations were similar to those found for traffic signs in rural environments. These results apply to particular video signs in particular environments. Another on-road study indicates that a video sign on a curve that is close to the line of sight and visible for an extensive period is particularly distracting.