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Roadside Advertisements: Effects of Valence and Arousal on Driver Performance

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dc.contributor.advisor Trick, Lana Rodd, Heather 2017-09-06T14:33:33Z 2017-09-06T14:33:33Z 2017-08 2017-08-31 2017-09-06
dc.description.abstract Billboards attract attention by using images that evoke an emotional reaction. Three experiments were conducted to determine if driving performance was impaired by emotional billboard content. Participants were tested in a driving simulator, and drove on simulated roadways with customized billboards placed at regular intervals. Four categories of images were chosen from the International Affective Picture System: positive/high arousal, positive/low arousal, negative/high arousal, and negative/low arousal. Also included were control signs (blank images in the pilot/Experiment 1, and scrambled images in Experiment 2). Data were collected on average speeds, steering performance, and reaction time to hazards, with image recall and recognition being tested afterwards. Analyses revealed faster speeds around positive images, more variable steering around positive and low arousal images, longer reaction times around negative images, and better memory for positive/low arousal and negative/high arousal images. These findings have implications for theoretical and applied research on attention, emotions, and driving. en_US
dc.language.iso en en_US
dc.rights Attribution-NonCommercial-NoDerivs 2.5 Canada *
dc.rights.uri *
dc.subject Emotion en_US
dc.subject Arousal en_US
dc.subject Valence en_US
dc.subject Distraction en_US
dc.subject Attention en_US
dc.subject Exploratory Selection en_US
dc.subject Driving Simulator en_US
dc.subject Driving Performance en_US
dc.title Roadside Advertisements: Effects of Valence and Arousal on Driver Performance en_US
dc.type Thesis en_US Psychology en_US Master of Science en_US Department of Psychology en_US
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Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada