Effectiveness Of Entertaining Non Traffic Related Messages On Dynamic Message Signs

This research used a fixed-base driving simulator to determine the effects of dynamic message signs (DMSs) on driver behavior. A DMS notifies drivers with safety, weather, incident, or traffic condition messages. Recently, however, state Departments of Transportation (DOTs) display safety messages with entertaining content. The Kansas DOT (KDOT) wanted to assess how these entertaining messages affect driving behavior. Therefore, this research evaluated the effect of DMS content on driver behavior using a combination of surveys and driver behavior data obtained from a fixed-base driving simulator. Existing literature was reviewed to determine similar studies. Based on the literature, which included results of DMS modeling in driving simulators and DMS effects on driver behavior, a research methodology was developed. One hundred participants were recruited and screened using an online survey questionnaire that included messages currently displayed on DMS; feedback on their perceived effectiveness was requested. The second data collection was done via a driving simulator experiment. The simulator was prepared for the study, the DMS was set, and events were designed to capture changes in driver behavior and awareness. A total of 60 participants with diverse demographics drove by several DMSs that displayed a variety of messages. Participants completed a survey at the end of the experiment, and their responses were compared to responses of the online survey. Behavioral data (speeds, accelerations, gazes, etc.) were then reduced, and statistical analyses were performed, including hypothesis testing and analysis of variance, to evaluate to what extent the message content affected driver behavior. The study identified potential messages that were found to effectively affect driver behavior.