Using the Eye Tracking Method to Determine the Risk of Advertising Devices on Drivers’ Cognitive Perception

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21260%2F22%3A00358638" target="_blank" >RIV/68407700:21260/22:00358638 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.3390/app12136795" target="_blank" >https://doi.org/10.3390/app12136795</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/app12136795" target="_blank" >10.3390/app12136795</a>

Result language

angličtina

Original language name

Using the Eye Tracking Method to Determine the Risk of Advertising Devices on Drivers’ Cognitive Perception

Original language description

The paper focuses on road safety assessment. The main objective was to assess the impact of dif-ferent 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 observa-tion method. As a method for reliable data collection, the eye tracking method was used to accu-rately define the time delay caused by the observation of the advertising device. As part of the as-sessment 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 ap-pear to be a significant risk to road safety.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

20104 - Transport engineering

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Applied Sciences

ISSN

2076-3417

e-ISSN

2076-3417

Volume of the periodical

12

Issue of the periodical within the volume

6795

Country of publishing house

CH - SWITZERLAND

Number of pages

18

Pages from-to

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UT code for WoS article

000822158100001

EID of the result in the Scopus database

2-s2.0-85133827180