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Examination of Driver Visual and Cognitive Responses to Billboard Elicited Passive Distraction Using Eye-Fixation
Yongxiang Wang1, William Clifford2, Charles Markham2
1School of Electrical and Electronic Engineering, City Campus, Technological University Dublin, D08 NF82 Dublin 8, Ireland.
Sensors (Basel, Switzerland)
|March 6, 2021
Summary
Billboards on roads can distract drivers by diverting visual attention, potentially leading to accidents. This study used a driving simulator and EEG to show billboard engagement precedes driver distraction.
Area of Science:
- Neuroscience
- Cognitive Psychology
- Traffic Safety
Background:
- External distractions, such as roadside billboards, are a significant factor in traffic accidents due to visual attention diversion.
- The cognitive impact of billboards on driver distraction and eye gaze patterns remains under-investigated.
- Understanding these effects is crucial for developing safer road infrastructure and advertising regulations.
Purpose of the Study:
- To investigate the cognitive processes involved in driver visual information processing, specifically focusing on the impact of billboards.
- To differentiate between cognitive responses to driving-relevant stimuli and distracting stimuli like billboards.
- To assess the validity of a combined electroencephalography (EEG) and eye-tracking system for analyzing driver cognition.
Main Methods:
- Utilized a customized driving simulator integrated with synchronized electroencephalography (EEG) and eye-tracking.
- Measured eye-fixation related potentials (EFRP) to analyze cognitive responses to visual stimuli.
- Compared driver cognitive responses to fixations on billboards versus vehicle dashboard elements.
Main Results:
- EEG analysis revealed distinct differences in N1 and P2 components between fixations on billboards and dashboard stimuli, despite similar P1 components.
- An electroencephalography (EEG) motor response was detected when drivers adjusted speed based on speed limit signs.
- The study confirmed the system's validity in assessing driver cognition, indicating billboard engagement is a precursor to distraction.
Conclusions:
- The integrated EEG and eye-tracking system effectively measures cognitive processes related to driver distraction.
- Cognitive engagement with billboards appears to be an early indicator of potential driver distraction.
- Findings provide insights into the human information processing model in the context of driving and advertising.
Keywords:
EEGbillboard distractiondriver distractiondriving simulatorevent-related potentials (ERPs)eye trackingeye-fixation related potential (EFRP)human information processing
