TABLE 4

Relative Weights of Predictor Variables^¹

	Noting		Reexamining
Variable	RW^²	Percent^³	RW^²	Percent^³
Distance from road	0.153	27.5	0.136	24.5
Side of road	0.099	17.8	0.093	16.7
Center approach	0.030	5.3	0.041	7.4
Billboard size (sq ft)	0.061	11.0	0.062	11.2
Dwell time	0.089	15.9	0.124	22.3
Visual saliency	0.022	3.9	0.012	2.1
Visual saliency × Distance	0.036	6.4	0.031	5.5
Visual saliency × Side of road	0.054	9.7	0.033	6.0
Visual saliency × Center approach	0.014	2.4	0.024	4.3