Observed driver glance behavior at roadside advertising signs
Observed driver glance behavior at roadside advertising signs
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DOI：
10.3141/1899-13
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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：
Beijer, D;Smiley, A;Eizenman, M
北美的高速公路变得越来越拥挤，无论是交通密度还是视觉混乱。对驾驶员注意力的更高要求可能是监管机构关注的问题。广告标志增加了这种视觉注意力的需求。本研究以加拿大安大略省多伦多市的一条高速公路为研究对象，研究了25名驾驶员对沿着各种广告标志的扫视行为。受试者的平均扫视持续时间为0.57 s [标准差（SD）= 0.41]，平均每位受试者共扫视35.6次（SD = 26.4）。包含可移动显示器或组件的活动标志占标志的51%，并收到更多的目光（69%的所有目光和78%的长期目光）。被动体征的扫视次数（每例受试者每例体征0.64次扫视）显著低于主动体征（每例受试者每例体征大于1.31次扫视）。主动体征的长时间扫视次数也多于被动体征。标志在视野中的位置可能对标志是否被注意到至关重要。提供了经验信息，以协助管理机构制定商业签署政策。
Express routes in North America are becoming more crowded, both in traffic density and in visual clutter. Higher demand for driver attention is a possible concern for regulators. Advertising signs add to this demand on visual attention. This study focused on the glance behavior of 25 drivers at various advertising signs along an expressway in Toronto, Ontario, Canada. The average duration of the glances for the subjects was 0.57 s [standard deviation (SD) = 0.41], and in total there was an average of 35.6 glances per subject (SD = 26.4). Active signs that contained movable displays or components made up 51% of the signs and received significantly more glances (69% of all glances and 78% of long glances). The number of glances was significantly lower for passive signs (0.64 glances per subject per sign) than for active signs (greater than 1.31 glances per subject per sign). The number of long glances was also greater for active signs than for passive signs. Sign placement in the visual field may be critical to a sign being noticed or not. Empirical information is provided to assist regulatory agencies in setting policy on commercial signing.