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The influence of image valence on visual attention and perception of risk in drivers

Bailey, Kate; Chapman, Peter; Jones, Megan

Authors

KATE BAILEY Kate.Bailey@nottingham.ac.uk
Assistant Professor



Abstract

Currently there is little research into the relationship between emotion and driving in the context of advertising and distraction. Research that has looked into this also has methodological limitations that could be affecting the results rather than emotional processing (Trick et al., 2012). The current study investigated the relationship between image valence and risk perception, eye movements and physiological reactions. Participants watched hazard perception clips which had emotional images from the international affective picture system overlaid onto them. They rated how hazardous or safe they felt, whilst eye movements, galvanic skin response and heart rate were recorded. Results suggested that participants were more aware of potential hazards when a neutral image had been shown, in comparison to positive and negative valenced images; that is, participants showed higher subjective ratings of risk, larger physiological responses and marginally longer fixation durations when viewing a hazard after a neutral image, but this effect was attenuated after emotional images. It appears that emotional images reduce sensitivity to potential hazards, and we suggest that future studies could apply these findings to higher fidelity paradigms such as driving simulators.

Journal Article Type Article
Acceptance Date Sep 15, 2014
Online Publication Date Sep 28, 2014
Publication Date 2014-12
Deposit Date Aug 13, 2018
Journal Accident Analysis and Prevention
Print ISSN 0001-4575
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 73
Pages 296-304
DOI https://doi.org/10.1016/j.aap.2014.09.019
Public URL https://nottingham-repository.worktribe.com/output/1099837
Publisher URL https://www.sciencedirect.com/science/article/abs/pii/S0001457514002759