Author(s)

Lina Shbeeb

Civil Engineering Department, School of Built Environment Engineering, Hussein Technical University, Amman, Jordan.

Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behavior, and potential influences from advertisement type, in-vehicle distraction, and country factors (reflecting culture and environment). A standardized questionnaire was administered in Jordan and Kuwait, complemented by observations across three segment types: roadside advertisements, commercial signs, and road signs as control segments. Descriptive and inferential statistics were used. Results indicated a significant disparity in distraction perception between the two groups. Advertisement presence influenced Kuwaiti but not Jordanian behavior. Behavior varied by advertisement type in Jordan, not Kuwait, and in-vehicle distraction did not impact driver behavior. The study suggests explicitly revising advertising policies with a traffic safety focus. Overall, the study contributes insights into road user perceptions and behaviors, highlighting the complex interplay of distractions and advertising on road safety. Further research is required to validate these findings and shape road safety regulations.

Roadside Advertisement, Billboard, Distraction, Perception, Behaviour in Traffic, Inside, Vehicle Distraction

Shbeeb, L. (2023) Assessing the Influence of Roadside Advertising on Traffic Distraction and Its Interplay with Inside Vehicle Distractions: A Cross-Cultural Study in Jordan and Kuwait. Journal of Transportation Technologies, 13, 789-815. doi: 10.4236/jtts.2023.134038.