Using the Eye Tracking Method to Determine the Risk of Advertising Devices on Drivers’ Cognitive Perception
Source abstract
Abstract
The paper focuses on road safety assessment. The main objective was to assess the impact of different types and sizes of advertising devices as a potential distraction for drivers. Distraction of driver’s attention in real traffic was evaluated using the “Wiener Fahrprobe” structured observation method. As a method for reliable data collection, the eye tracking method was used to accurately define the time delay caused by the observation of the advertising device. As part of the assessment of the direct impact on drivers, test runs were carried out with 40 drivers on a pre-defined section of road on which different types of advertising devices were present. As an additional, supporting measurement, a vehicle simulator was also used. From the obtained knowledge it was possible to create a unique classification system that can be used to assess the severity of any installed advertising device in general. In the case of distraction, it was found that dynamic advertising devices attract the most attention than conventional static devices and appear to be a significant risk to road safety.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Traffic and Road Safety · Human-Automation Interaction and Safety · Older Adults Driving Studies
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
CTU in Prague, Faculty of Transportation Sciences, Department of Forensic Experts in Transportation, Konviktská 20, 110 00 Prague, Czech Republic
References (45)
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