Impact of Information on Consumer Understanding of a Partially Automated Driving System

In this research, it is posited that the driver’s mental model of driving automation technologies is formed initially by external information sources such as media coverage (including both positive and negative stories), marketing materials from the automobile manufacturer, online research, information from friends and family, and in-person visits to automobile dealers — and then is immediately and repeatedly confirmed or updated by driving experiences. It is important to consider how the influence of external sources of information persists and interacts with the driver’s experience using the system. The mental model influences how the driver reacts to driving scenarios, but also influences which driving scenarios are encountered with the system active. The mental model supports expectations and predictions about what will happen in a given driving scenario. If the outcome is not expected, the mental model may be updated to accommodate that new experience. In this report, the term “L2 feature” is used to refer to the specific active driving assistance system (an SAE Level 2 partial automation system) that was used in the study. All participants were exposed to the same vehicle system, but the name of the system and emphasis of training materials, as well as the delivery mode of training materials, differed between participants. The specific objectives of this study were to: (1) Determine how differences in the marketing/branding approach, which emphasizes either the capabilities or limitations of the L2 feature, affect drivers’ mental models of the L2 feature. (2) Determine how training mode (print quick-start guide, demonstration video, or in-person demonstration) affect drivers’ mental models of the L2 feature. (3) Determine how branding and training mode affect drivers’ use of the L2 feature in actual on-road driving. (4) Determine how actual experience using the L2 feature affects mental models and attitudes toward the feature.

• Record URL:
  https://aaafoundation.org/wp-content/uploads/2020/09/ImpactOfInfoOnUnderstandingPartiallyAutomatedDrivingSystem_FinalReport.pdf
• Summary URL:
  https://aaafoundation.org/impact-of-information-on-consumer-understanding-of-a-partially-automated-driving-system/
• Summary URL:
  https://aaafoundation.org/wp-content/uploads/2020/09/20-1217-AAAFTS-Westat-Report-Fact-Sheet_v5.pdf
• Supplemental Notes:
  • © 2020 AAA Foundation for Traffic Safety.
• Corporate Authors:

  AAA Foundation for Traffic Safety

  Washington, DC  United States 
• Authors:
  • Singer, Jeremiah
  • Jenness, James W
• Publication Date: 2020-90

Language

• English

Media Info

• Media Type: Digital/other
• Features: Appendices; Figures; Photos; References; Tables;
• Pagination: 112p

Subject/Index Terms

• TRT Terms: Attitudes; Autonomous vehicles; Branding; Consumers; Driver training; Drivers; Driving; Level 2 driving automation; Marketing
• Subject Areas: Highways; Safety and Human Factors; Vehicles and Equipment;

Filing Info

• Accession Number: 01754720
• Record Type: Publication
• Files: TRIS
• Created Date: Oct 16 2020 9:16AM