Analysing Driver Memory for Safety Belt Messages on Variable Message Signs (Study Case: Arterial Road in Leeds)

Variable message signs (VMS) are a type of programmable electronic sign commonly positioned next to highways to provide drivers with current information. This technology can be used for effective communication between road authorities and drivers to enhance traffic management and road safety. By providing designed safety messages especially safety belts in negative and positive framing displayed on VMS, this research aims to investigate the socio-demographic factor influencing drivers to recall the message and discover the association between message framing and driver recall. To achieve this, a quantitative method was chosen, and an experiment was conducted by displaying designed messages and then addressing drivers with a questionnaire. Subsequently, the chi-square test was utilised to investigate the association among variables followed by post hoc analysis. Findings suggest that age group and driving experience influence the ability of drivers to recall the message displayed on VMS. Moreover, a message that was phrased in a negative frame was recalled significantly more frequently. The results of this research will contribute to a better understanding of how VMS can be used most effectively to improve road safety and reduce fatalities. Implementing negatively framed messaging on VMS would enhance drivers' ability to recall the presented message. Moreover, this discovery perhaps serves as a recommendation for the government to exhibit such messages to advance road safety campaigns.