Contextual Effects to Modulate Sign Adherence
Dynamic message signs (DMS) are crucial traffic control devices on roads, delivering real-time traffic conditions and valuable information to drivers. Several state transportation agencies developed non-traditional or creative messages for DMS with the intent to modify driver behavior. However, the...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Oklahoma Libraries
2024-12-01
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| Series: | Interdisciplinary Journal of Signage and Wayfinding |
| Subjects: | |
| Online Access: | https://journals.shareok.org/ijsw/article/view/155 |
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| Summary: | Dynamic message signs (DMS) are crucial traffic control devices on roads, delivering real-time traffic conditions and valuable information to drivers. Several state transportation agencies developed non-traditional or creative messages for DMS with the intent to modify driver behavior. However, there is no scientific evidence to support the effect that creative messages have on changing behavior. The purpose of this study is to investigate how drivers with diverse demographic backgrounds respond to traditional and creative messages related to different message categories (work zone, maneuvering, speeding, and visibility) in a controlled setting using a driving simulator. Ninety-two participants were recruited for the experiment and each participated in sixteen scenarios. Statistical analyses revealed that creative signs led to a significant increase in time-to-collision with reduced lane position shifts compared to traditional signs, which indicated safer conditions. Also, when the number of words on DMS increased to between six and eight, speed decreased, suggesting a positive outcome related to the processing of information and responding while driving. Overall, the results of this study indicate that creative messages significantly improve driver behavior, clearly highlighting their advantages over traditional messages.
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| ISSN: | 2470-9670 |