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      Influence of sexual appeal in roadside advertising on drivers’ attention and driving behavior

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          Abstract

          Sexual appeals are widely used in advertising to attract consumers’ attention. It has already been proved that they influence the addressee’s cognitive processing, which in turn raises the question if sexual appeals may pose a serious threat for road safety when used in roadside advertising. Three studies were designed to answer this question. Study I was a nationwide survey (N = 1095) which revealed that drivers subjectively perceive sexual contents in roadside advertising as distracting and dangerous. Study II was a modified version of the Attentional Network Test (N = 1063) which proved that in cognitive tasks reaction time increases in line with the sexual content of advertisements. Study III was a simulator study (N = 55) which confirmed that driving characteristics change when sexually-oriented advertisements are located along the road. These studies have led us to a conclusion that sexually appealing cues in roadside advertising may pose a threat for road safety.

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          Most cited references40

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          The attention system of the human brain.

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            Association between cellular-telephone calls and motor vehicle collisions.

            Because of a belief that the use of cellular telephones while driving may cause collisions, several countries have restricted their use in motor vehicles, and others are considering such regulations. We used an epidemiologic method, the case-crossover design, to study whether using a cellular telephone while driving increases the risk of a motor vehicle collision. We studied 699 drivers who had cellular telephones and who were involved in motor vehicle collisions resulting in substantial property damage but no personal injury. Each person's cellular-telephone calls on the day of the collision and during the previous week were analyzed through the use of detailed billing records. A total of 26,798 cellular-telephone calls were made during the 14-month study period. The risk of a collision when using a cellular telephone was four times higher than the risk when a cellular telephone was not being used (relative risk, 4.3; 95 percent confidence interval, 3.0 to 6.5). The relative risk was similar for drivers who differed in personal characteristics such as age and driving experience; calls close to the time of the collision were particularly hazardous (relative risk, 4.8 for calls placed within 5 minutes of the accident, as compared with 1.3 for calls placed more than 15 minutes before the accident; P<0.001); and units that allowed the hands to be free (relative risk, 5.9) offered no safety advantage over hand-held units (relative risk, 3.9; P not significant). Thirty-nine percent of the drivers called emergency services after the collision, suggesting that having a cellular telephone may have had advantages in the aftermath of an event. The use of cellular telephones in motor vehicles is associated with a quadrupling of the risk of a collision during the brief time interval involving a call. Decisions about regulation of such telephones, however, need to take into account the benefits of the technology and the role of individual responsibility.
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              Effects of visual and cognitive load in real and simulated motorway driving

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                Author and article information

                Contributors
                Role: Formal analysisRole: MethodologyRole: Project administrationRole: SupervisionRole: Writing – original draft
                Role: Formal analysisRole: Project administrationRole: Writing – original draft
                Role: Data curationRole: Formal analysisRole: Project administration
                Role: Editor
                Journal
                PLoS One
                PLoS ONE
                plos
                plosone
                PLoS ONE
                Public Library of Science (San Francisco, CA USA )
                1932-6203
                16 May 2019
                2019
                : 14
                : 5
                : e0216919
                Affiliations
                [1 ] Institute of Psychology, Cardinal Stefan Wyszynski University in Warsaw, Warsaw, Poland
                [2 ] Faculty of Psychology, University of Warsaw, Warsaw, Poland
                Universitat de Valencia, SPAIN
                Author notes

                Competing Interests: The authors have declared that no competing interests exist.

                Author information
                http://orcid.org/0000-0001-6901-9509
                Article
                PONE-D-18-01006
                10.1371/journal.pone.0216919
                6521999
                31095616
                ce7178b3-2591-466f-b0e0-18312b5fe948
                © 2019 Maliszewski et al

                This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

                History
                : 11 January 2018
                : 1 May 2019
                Page count
                Figures: 4, Tables: 4, Pages: 17
                Funding
                Funded by: funder-id http://dx.doi.org/10.13039/501100005632, Narodowe Centrum Badań i Rozwoju;
                Award ID: NCBiR DZP/RID/I- 33/4/NCBR/2016
                This work was supported by the Narodowe Centrum Badań i Rozwoju, grant NCBiR DZP/RID/I- 33/4/NCBR/2016. The funder had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.
                Categories
                Research Article
                Social Sciences
                Sociology
                Communications
                Marketing
                Advertising
                Biology and Life Sciences
                Psychology
                Emotions
                Social Sciences
                Psychology
                Emotions
                Biology and Life Sciences
                Neuroscience
                Cognitive Science
                Cognitive Psychology
                Attention
                Biology and Life Sciences
                Psychology
                Cognitive Psychology
                Attention
                Social Sciences
                Psychology
                Cognitive Psychology
                Attention
                Biology and Life Sciences
                Neuroscience
                Cognitive Science
                Cognitive Neuroscience
                Reaction Time
                Biology and Life Sciences
                Neuroscience
                Cognitive Neuroscience
                Reaction Time
                Biology and Life Sciences
                Psychology
                Behavior
                Human Sexual Behavior
                Social Sciences
                Psychology
                Behavior
                Human Sexual Behavior
                Engineering and Technology
                Civil Engineering
                Transportation Infrastructure
                Roads
                Engineering and Technology
                Transportation
                Transportation Infrastructure
                Roads
                Medicine and Health Sciences
                Public and Occupational Health
                Safety
                Traffic Safety
                Biology and Life Sciences
                Psychology
                Behavior
                Social Sciences
                Psychology
                Behavior
                Custom metadata
                All relevant data are within the manuscript or under the following DOI: 10.17605/OSF.IO/GX24T.

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                Uncategorized

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