Modulation of attention and urgent decisions by affect-laden roadside advertisement in risky driving scenarios

In road safety literature the effects of emotional content and salience of advertising billboards have been scarcely investigated. The main aim of this work was to uncover how affect-laden roadside advertisements can affect attention – eye-movements – and subsequent risky decisions – braking – on the Honda Riding Trainer motorcycle simulator. Results indicated that the number of fixations and total fixation time elicited by the negative and positive emotional advertisements were larger than the neutral ones. At the same time, negative pictures got later gaze disengagement than positive and neutral ones. This attentional capture results in less eye fixation times on the road relevant region, where the important driving events happen. Finally, the negative emotional valence advertisements sped up braking on subsequent risky situations. Overall results demonstrated how advertisements with emotional content modulate attention allocation and driving decisions in risky situations and might be helpful for designing roadside advertisements regulations and risk prevention programs.