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Variable Message Signs (VMS) provide real-time information on traffic conditions, making it possible to guide drivers through electronic signs along the road. Relevant literature has proved VMS to be effective, especially for diverting traffic during incidents in the highway or inducing a speed reduction. Previous efforts, however, usually involve off-highway experiences, including the use of simulators or stated preference surveys, or the measurement of aggregate values of traffic through technologies that are prone to a higher failure rate, such as loop detectors. For bridging this gap, in this research, we propose a novel vehicle-by-vehicle approach (VBV), that differentiate by vehicle type, to assess the impact of VMS on drivers’ road behavior patterns along a section of a Chilean urban highway during risky situations. In addition to the messaging information, we use full traffic data obtained from free-flow gates equipped …