Acceptance of Automated Vehicles Is Lower for Self than Others

Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit and Carey K. Morewedge

Journal of the Association for Consumer Research, 2024, vol. 9, issue 3, 269 - 281

Abstract: Road traffic accidents are the leading cause of death worldwide for people aged 2–59. Nearly all deaths are due to human error. Automated vehicles could reduce mortality risks, traffic congestion, and air pollution of human-driven vehicles. However, their adoption depends on consumer acceptance, among other factors. In a nationally representative sample of Americans (N=580) and direct replication (N=193), we find consumers prefer lower levels of vehicle automation for themselves than for others. This difference is mediated by self-enhancing comparative evaluations. Relative to automated vehicles, consumers believe they are safer and more trustworthy drivers than other drivers. In a second experiment (N=803), enhanced assessments of self, not different assessments of automated vehicle capabilities, explained different preferences for self and others. Our findings show how biased self-evaluations reduce the acceptance of automated vehicles. This yields practical insights for policymakers and firms seeking to increase acceptance of automated vehicles.

Date: 2024
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