The Effectiveness of Safety Campaign VMS Messages - A Driving Simulator Investigation

Jamson, A Hamish · 2007 · Crossref

DOI: 10.17077/drivingassessment.1277

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Summary

This study investigates the effectiveness of Safety Campaign Messages (SCMs) displayed on Variable Message Signs (VMS) in the UK, specifically examining their impact on individual driver behavior and their potential interference with critical Tactical Incident Messages (TIMs). Motivated by inconclusive results from previous macroscopic on-road trials, the research aimed to determine the immediate and long-term effects of SCMs, assess how message frequency influences driver response to hazard warnings, and identify the optimal usage level for VMS to ensure incident management efficacy is not compromised. The researchers conducted an off-road driving simulator study involving 80 licensed drivers. Participants drove a 45km virtual motorway route containing 24 VMS locations. The experimental design varied the "Message Occurrence" (frequency of active signs) across four conditions: 0% (all inactive), 33%, 66%, and 100%. Active signs displayed either "Watch Your Speed" or "Keep Your Distance." After passing these signs, drivers encountered a final TIM warning of an accident and instructing a lane change. Data collection included speed and headway changes relative to sign activity, time taken to execute the TIM-directed lane change, and eye-tracking gaze duration on the signs. The results indicated that SCMs had negligible direct effects on driving behavior. "Watch Your Speed" messages produced insignificant speed reductions (maximum ~0.5 mph), while "Keep Your Distance" messages yielded insignificant headway increases (~0.05 seconds). However, the frequency of SCMs significantly affected response to the critical TIM. Drivers in the 33% occurrence condition responded to the TIM significantly faster than those in the 0% or 100% conditions. Eye-tracking data revealed that drivers in the 33% group fixated on the TIM for a significantly longer duration than those in other groups. Conversely, drivers exposed to 100% SCM frequency or 0% frequency exhibited slower responses and shorter gaze durations, suggesting either a lack of alertness or desensitization due to overexposure. The study concludes that while SCMs do not directly alter driving styles, they provide a safety benefit by maintaining driver alertness to VMS when used sparingly. The optimal strategy involves sporadic use of SCMs, which primes drivers to attend to signs without causing the jadedness associated with high-frequency exposure. This finding implies that traffic authorities should limit the density of safety campaign messages to preserve the effectiveness of VMS for critical incident management.

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Topics

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• public messaging
• external distraction
• visual
• perceptual countermeasures

Information type

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• Applied Guidance: countermeasure evaluation
• Empirical Findings: behavioral performance data
• Methodological Resource: tool software