Effectiveness of Entertaining, Non-Traffic-Related Messages on Dynamic Message Signs

Kondyli, Alexandra; Schrock, Steven D.; Khan, Irtiza Rafid · 2021 · ROSA P / Kansas Department of Transportation. Bureau of Research

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Summary

This study, conducted by researchers at the University of Kansas for the Kansas Department of Transportation (KDOT), investigates the effectiveness of entertaining, non-traffic-related messages on Dynamic Message Signs (DMSs) in influencing driver behavior. While DMSs are traditionally used for traffic and weather updates, many state DOTs have begun displaying humorous or engaging safety messages to raise awareness and promote safe driving practices. However, prior to this research, there was a lack of empirical evidence regarding whether these entertaining messages actually alter driver behavior or improve safety. The primary objectives were to determine if such messages influence driving behavior and to identify which specific messages are most effective. The research employed a mixed-methods approach combining survey data and a fixed-base driving simulator experiment. First, an online survey was administered to 120 participants to gauge their perceptions of DMS messages currently in use. Second, 60 participants with diverse demographics were recruited for a driving simulator study. The simulator, featuring a 170-degree field of view, replicated a 60-mile freeway scenario with a 70 mph speed limit. Participants drove past approximately 20 DMSs spaced three miles apart, displaying various safety messages determined by KDOT, such as "Slow Down," "Speeding Kills," "Give Space, Don’t Tailgate," and anti-texting slogans. Data collection included behavioral metrics (speed, acceleration, following gaps, eye gaze) and post-experiment surveys. Statistical analyses, including t-tests and analysis of variance (ANOVA), were performed to evaluate the impact of message content on driver behavior. The results indicated that specific entertaining messages did significantly affect driver behavior. For instance, the "Slow Down" message resulted in statistically significant reductions in average speed compared to baseline conditions. Similarly, the "Speeding Kills" message led to measurable decreases in average speed. Messages promoting safe following distances, such as "Give Space, Don’t Tailgate," resulted in increased average gaps between vehicles and reduced maximum speeds during car-following events. The study also examined messages related to the Move-Over Law and anti-texting, finding varying degrees of behavioral impact. Survey data revealed that drivers were generally aware of the messages and that perceptions of effectiveness varied by message type, with some participants favoring direct, immediate warnings over softer, humorous content. The study concludes that entertaining, non-traffic-related DMS messages can effectively influence driver behavior, particularly in reducing speeding and improving following distances. The findings provide KDOT and other transportation agencies with evidence-based insights into which message types are most likely to promote safety. The research suggests that while humorous messages gain public approval, direct and assertive messages may be more effective in altering immediate driving behaviors. The authors recommend further field studies to validate these simulator-based findings and assess the long-term impacts of DMS safety campaigns. This work contributes to the broader understanding of how communication strategies on roadways can be optimized to enhance traffic safety.

Key finding

Entertaining, non-traffic-related messages on Dynamic Message Signs effectively capture driver attention and influence specific driving behaviors such as speed reduction and following distance.

Methodology

simulator

Sample size: 60

Provenance

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Summary generated by qwen3.6-27b-prismaquant on 2026-06-10; verification: verified.

Topics

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• public messaging
• external distraction

Information type

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• Applied Guidance: countermeasure evaluation
• Empirical Findings: observational prevalence, behavioral performance data