How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?

ABSTRACT: Public acceptance of autonomous vehicles (AVs) is still questionable. Nevertheless, it can be influenced by proper communication strategy. Therefore, our research focuses on (1) the type of information concerning AVs that consumers seek and (2) how to communicate this technology in order to increase its acceptance. In the first study (N = 711) topic modeling showed that the most sought for information concern the communion and the agency of AVs. In the second, experimental study (N = 303) we measured the participants' fear and goal-orientation in relation to AVs. Then, after the manipulation of the AV advertisement (imbued with communal vs agentic content), technology acceptance components (perceived ease of use, perceived usefulness and behavioral intention) were verified. The comparative

SUBMITTER: Hryniewicz K 

PROVIDER: S-EPMC7478831 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature