Variable message signs (VMS) are programmable traffic control devices that convey nonpersonalized real-time information on network traffic conditions to drivers encountering them. Especially useful under incidents, VMS aim to influence driver routing decisions to enhance network performance. This study investigates the effect of different message contents on driver response under VMS. Presumably, if the message content is a significant factor in driver response, the traffic controller can use it as a control variable to influence network traffic conditions positively without compromising the integrity of information. This issue is addressed through an on-site stated preference user survey. Logit models are developed for drivers’ diversion decisions. The analysis suggests that content in terms of the level of detail of relevant information significantly affects drivers’ willingness to divert. Other significant factors include socio-economic characteristics, network spatial knowledge, and confidence in the displayed information. Results also indicate differences in the response attitudes of semitrailer truck drivers compared to other travelers. They provide substantive insights for the design and operation of VMS-based information systems.

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