Target Completion Date: January 21, 2020 Safety, Operations, and Traffic Engineering
State transportation agencies have begun developing and sharing more humorous traffic safety messages designed to grab attention and engage drivers. The development and use of these non-traditional safety messages are distinctly different than other messages because rather than just providing information, the intent is to modify driver behavior. To date, there is little empirical evidence measuring the effectiveness of these messages and there is little guidance on how to target messages for specific groups of people. The objective of this research is to empirically measure drivers’ response to non-traditional safety messages.
The outcome of this research will be recommended traffic safety messages that are informed by a literature review and empirically tested using multiple data collection methods, including neuroimaging, and useful guidelines for practitioners to create new messages that are customizable for distinct populations of drivers and address certain high-risk driving behaviors.
Last updated: July 5, 2023
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