Effectiveness of ‘Entertaining, Non-Traffic Related Messages’ on Dynamic Message Signs

A large number of transportation agencies across the US use Dynamic Message Signs (DMS) to display traffic-related information to motorists, such as travel times, lane closures, traffic updates, roadwork warnings, traffic crashes, inclement weather information, etc. Recently, several agencies have gone even further and started using behavioral traffic safety messages in an effort to grab motorists’ attention, raise awareness, and change their behavior. Although these messages seem to gain approval from the public, no study has been done to evaluate how effective these are in actually raising public awareness, changing behavior, and promoting safety. As such, the goal of this project is to investigate how entertaining non-traffic related messages influence driver behavior. The objective of this research is to evaluate the impact of message signs that include nontraffic related content (usually entertaining) on the behavior of the drivers. A survey study and a driving simulator study will be used to perform the evaluation. The findings of this study will help KDOT and local transportation partners identify the DMS content that is considered effective and efficient for promoting safety and changing driver behavior.

  • Supplemental Notes:
    • Final report will be published in second half of 2020.


  • English


  • Status: Active
  • Funding: $94,800
  • Contract Numbers:

    K-TRAN: KU-19-2



  • Sponsor Organizations:

    Kansas Department of Transportation

    Eisenhower State Office Building
    700 SW Harrison Street
    Topeka, KS  United States  66603-3754
  • Project Managers:

    Bortz, Chris

  • Performing Organizations:

    University of Kansas, Lawrence

    1530 West 15th Street
    Lawrence, KS  United States  66045
  • Principal Investigators:

    Kondyli, Alexandra

    Schrock, Steven

  • Start Date: 20180801
  • Expected Completion Date: 20200131
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01704514
  • Record Type: Research project
  • Source Agency: Kansas Department of Transportation
  • Contract Numbers: K-TRAN: KU-19-2, RE-0753-01, C2123
  • Files: RIP, STATEDOT
  • Created Date: May 8 2019 1:45PM