The emotional side of cognitive distraction: Implications for road safety

► Information that emits different emotions as observed on roadside billboards can distract drivers. ► Driving performance is differentially affected by the valence (negative versus positive) of the emotional content. ► Emotional billboards are associated with slower mean speeds and the effect lasts longer with positive billboards. ► Targets embedded with emotional billboards have increased mean speeds and the effect lasts longer with positive billboards. ► Positive billboards have immediate and lingering effects on driving and may be more detrimental than negative billboards.