TITLE:
Assessing the Influence of Roadside Advertising on Traffic Distraction and Its Interplay with Inside Vehicle Distractions: A Cross-Cultural Study in Jordan and Kuwait
AUTHORS:
Lina Shbeeb
KEYWORDS:
Roadside Advertisement, Billboard, Distraction, Perception, Behaviour in Traffic, Inside, Vehicle Distraction
JOURNAL NAME:
Journal of Transportation Technologies,
Vol.13 No.4,
October
31,
2023
ABSTRACT: 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.