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The Salience, Effort, Effort and Value (SEEV) model for predicting the distribution of visual attention contains a parameter called 'value' which represents the importance of a certain area of the field of view concerning a given task context.

Does anyone know a project or study that actually did a 'value model' for the traffic context?

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A 2006 study by Horrey, Wickens and Consalus implemented a computational SEEV (Salience, Effort, Effort, Value) model for driving behavior that predicted scanning behavior, which I surmise is what was meant. The authors conclude:

The most important practical implication of the current results is that a simple expected value version of the SEEV model provides a plausible and effective predictive model of scanning in driving.

This seems to fit your request.

References

  • Horrey, W. J., Wickens, C. D., & Consalus, K. P. (2006). Modeling drivers' visual attention allocation while interacting with in-vehicle technologies. Journal of Experimental Psychology: Applied, 12(2), 67.
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