09-10-07 Item 7D, Clear Channel - Laserfiche WebLink

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While the Zeigarnik effect may be present in a wide variety of driving situations, possible scenarios that could affect drivers include: . A scrolling message requires the viewer to concentrate as the message is revealed. Based on the size and resolution of the sign, and the length of the message, this could range from less than one second to many seconds. . A sequence of images or messages that tell a story, during which the driver's attention may be captured for the entire duration that the sign is visible. Instead of merely glancing at the sign and then returning concentration to the driving task, more attention may be given to the message, . Anticipation of a new image appearing, even if the expected new image is not related to the first image, In this case, the driver may be distracted while waiting for the change. Federal Highway Administration Safety and Environmental Design Considerations in the Use of Commercial Electronic Variable-Message Signage (Wachtel & Netherton, 1980) 11 This research provides information on the use of on-premise Commercial Electronic Variable-Message Signs (CEVMS) that display public service information (i.e,. time and temperature) and advertising messages along the Interstate highway system. The research found the following major considerations: . Highway Safety Considerations The link between changing messages that attract drivers' attention and crashes has been an issue of concern since the earliest forms of electronic signage became available. This study thoroughly reviewed the literature seeking information regarding a potential link between CEVMS and crashes: "Although a trend in recent findings has begun to point to a demonstrable relationship between CEVMS and accidents, the available evidence remains statistically insufficient to scientifically support this relationship. " The study also noted that studies have not documented information about "such occurrences as 'near misses' or traffic impedances that are widely recognized as relevant to safety, and which mayor may not be attributable to the presence of roadside advertising." . Human F actors Considerations Human factors relate to all the elements that explain driver behavior, such as eye glances and driver responses to a variety of driving-related stimuli, The study makes the point that simple driving-related tasks consume relatively little information processing capacity, However, when other conditions, such as congestion, complicated roadway geometries, or weather are also considered, the marginal extra ~11