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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

20104 - Transport engineering

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Applied Sciences

ISSN

2076-3417

e-ISSN

2076-3417

Svazek periodika

12

Číslo periodika v rámci svazku

6795

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

18

Strana od-do

—

Kód UT WoS článku

000822158100001

EID výsledku v databázi Scopus

2-s2.0-85133827180