The University of Kent, Toulouse Business School, ESSCA School of Management, and ESADE Business School conducted research to detect how consumers feel towards the gradual emergence of autonomous vehicles.
Throughqualitative interviews and quantitative surveys, they uncovered three key concerns and three key benefits, respectively.
Concerns:
Benefits:
According to Ben Lowe,Professor of Marketing at the University of Kent and co-author of the study, the aim of this research is to illustrate how the perceived concerns and benefits can help manufacturers and marketers to better appeal to consumers.
Lowe also adds that these key concerns play a major role in the consumers’ decision making, with performance being the biggest priority. But more than that, manufacturers and marketers need to take steps to address the unease regarding online security and the reduced autonomy of the driver. That’s the only way they can enhance the adoption of autonomous products.
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If you’d like to know more about the study, you can find the paper onScience Direct.
HT –EurekAlert!
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Story byIoanna Lykiardopoulou
Ioanna is a writer at TNW. She covers the full spectrum of the European tech ecosystem, with a particular interest in startups, sustainabili(show all)Ioanna is a writer at TNW. She covers the full spectrum of the European tech ecosystem, with a particular interest in startups, sustainability, green tech, AI, and EU policy. With a background in the humanities, she has a soft spot for social impact-enabling technologies.
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