The effects of positive and negative information on consumers’ willingness to ride in a driverless vehicle

• Published in: Transport policy 2018-12, Vol.72, p.218-224
• Main Authors: Anania, Emily C., Rice, Stephen, Walters, Nathan W., Pierce, Matthew, Winter, Scott R., Milner, Mattie N.
• Format: Article
• Language: English
• Subjects: Driverless vehicles; Media portrayal; Public perceptions
• ISSN: 0967-070X; 1879-310X
• DOI: 10.1016/j.tranpol.2018.04.002

As automation becomes more prevalent in the transportation industry, driverless vehicles are appearing more frequently in the news. However safe or efficient these vehicles are touted to be, media portrayal has the potential to dramatically affect consumer perceptions. Consumer perceptions will ultimately determine the success or failure of driverless vehicles, and potentially drive policy changes as driverless vehicles become more common. The purpose of this research was to investigate the effects of different types of information (positive or negative) on consumer perceptions of driverless vehicles, and how individuals of different genders and nationalities may feel influenced differently by the same information. The current research used a two-study approach. In the first study, results showed that individuals are more willing to ride in driverless vehicles after hearing positive information about them, and less willing to ride after hearing negative information about the vehicles. In study two, our results were similar to those found in study one regarding information type and willingness to ride. Additionally, there was a main effect of nationality because Indians were significantly more willing to ride in driverless vehicles compared to Americans. This main effect of nationality was qualified by significant interactions between nationality and gender as well as nationality and information type. Overall, Indian females were the group with highest willingness to ride scores. The paper concludes with a discussion of the findings, theoretical contributions, practical applications, development of policy, and potential avenues of future study. •Measured consumer willingness to ride in driverless vehicles.•Manipulated the type of information provided: positive or negative.•Sig. interactions for nationality and gender and nationality and information type.•Generally, positive information increased willingness to ride.•Negative information decreased willingness to ride.