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

@inproceedings{Megias2011ModulationOA,
  title={Modulation of attention and urgent decisions by affect-laden roadside advertisement in risky driving scenarios},
  author={A. Pedron Megias and Antonio Maldonado and Andr{\'e}s Catena and Leandro Luigi Di Stasi and Jes{\`u}s Serrano and Antonio Leandro Martins Candido},
  year={2011}
}
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… CONTINUE READING

Citations

Publications citing this paper.
SHOWING 1-10 OF 12 CITATIONS

Similar Papers

Loading similar papers…