Acceptance of Automated Vehicles is Lower for Self Than Others

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.