In recent years numerous transportation agencies have begun displaying creative safety messages like “get your head out of your apps” on dynamic message signs (DMS). DMS have been used traditionally to provide real-time information about travel times, weather conditions, construction, and incidents. Applying emotional and consequential concepts from protection motivation theory, which has a track record of leading to behavioral changes from public awareness campaigns, this study evaluates how the use of safety messages on DMS impacts driver perceptions. We find that emotions, but not consequences, impact self-reported driving behavior. Further, while drivers reported negative emotions would change their driving habits, positive messages were recalled far more often. Cell phone related messages were recalled most frequently despite being rarely displayed along roadways in Michigan where the study is conducted. Thus, the results support the use of positively themed messages with consequences that drivers perceive as realistic.

近年来，许多运输机构已经开始在动态信息标志 (DMS) 上展示创造性的安全信息，例如“让你的头离开你的应用程序”。DMS 传统上用于提供有关旅行时间、天气条件、施工和事故的实时信息。本研究应用保护动机理论中的情感和结果概念，该理论具有通过公众意识运动导致行为改变的记录，评估在 DMS 上使用安全信息如何影响驾驶员的感知。我们发现情绪，而不是后果，会影响自我报告的驾驶行为。此外，虽然司机报告负面情绪会改变他们的驾驶习惯，但更频繁地回忆起积极的信息。尽管在密歇根州进行这项研究的道路上很少显示手机相关信息，但人们最常回忆起手机相关信息。因此，结果支持使用积极的主题信息，其后果是驾驶员认为是现实的。