Abstract
A broadened version of the perceptual load model was utilized to explore systematically the influence of four variables on driver’s behavior: a. levels of load on the road; b. levels of load at the sides of the road; c. event’s initial location (on the road vs. at the sides of the road); and d. the presence and size of advertizing billboards. 18 participants participated in two experimental sessions in a driving simulator. One of the sessions contained advertizing billboards and the other session did not. The results indicated that billboards can have a considerable effect on various aspects of driving like the time required responding to a potentially dangerous event or simply the number of accidents occurring during driving, but importantly the effect of billboards on driving was modulated by the levels of perceptual load.