Responses to Enhanced Wildlife Advisories in a Simulated Environment

Animal–vehicle collisions are a growing concern as vehicle miles traveled and human encroachment into wildlife habitat increase throughout the United States. Transportation agencies may consider driver-based measures to reduce these collisions as an alternative or an adjunct to measures such as fencing and wildlife passages. Driver responses to enhanced wildlife advisories in a simulated environment were examined in the interest of reducing animal–vehicle collisions. Eighty-one participants were divided by age and gender into four groups, each exposed to a different wildlife advisory sign treatment: a standard sign with the text “NEXT 20 MILES,” a standard sign with flashing beacon with the text “NEXT 20 MILES,” a variable message sign (VMS) with the text “ANIMAL CROSSING NEXT 20 MILES BE ALERT,” or a combination of a VMS with the text “ANIMAL CROSSING NEXT 20 MILES BE ALERT,” coming first, and a standard sign with flashing beacon with the text “NEXT 20 MILES” located approximately 6 mi after the VMS. Results indicate that with all enhanced sign treatments, speeds decreased and the onset of braking distance (i.e., reaction time) increased. The standard sign with flashing beacon caused a statistically significant speed reduction over that of the standard sign. The combination of VMS and a standard sign with flashing beacon was “positively identified” most often, resulted in the fewest collisions, and provided the greatest statistically significant onset of braking distance.