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The influence of distraction in traffic, and conspicuousness of bus shelter advertising on the attention value of bicyclists

Wermer, J. (2016) The influence of distraction in traffic, and conspicuousness of bus shelter advertising on the attention value of bicyclists.

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Abstract:Outdoor advertising is a common and frequently used advertising medium. Billboards are conspicuous (i.e. by means of vivid colours) and are drawing attention of people. This could distract people in traffic. Cyclists are vulnerable in traffic but do perform a lot of additional tasks (i.e. listening to music). This could also distract people. The aim of the current research is to investigate to what extent bicyclist’s traffic attention is hampered because of distraction and outdoor ads. There is performed a 2x2 factorial between-subjects experimental design. Eighty participants voluntarily participated in this study. The attention to an advertisement and attention in traffic were measured by means of a questionnaire. The results showed no influence of distraction, however, there were found main effects for conspicuousness on the attention to the advertisement. Coloured ads are recalled better in terms of explicit recall, and black and white ads are recalled better in terms of implicit recall. The explicit and implicit recall, however, mediate the influence of conspicuousness on the attention in traffic. The results of this study could be used to determine if you have to use a coloured ad or a black and white ad, and to what extent this is ethically responsible.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70041
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