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

Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK

Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser’s gender on the effectiveness of leaflets promoting walking. In Study 1, a mall-intercept study achieved 247 completed questionnaires. Results demonstrated that men and women indicated the highest behavioural intentions for communal wording presented by a male endorser. However, pairwise comparisons revealed that when the wording of the advert was agentic and the endorser was male, males indicated significantly higher scores of behavioural intentions compared with females. Attitude towards the ad for women was highest for communal wording/female endorser; for men it was for agentic wording/male endorser. In Study 2, consumers’ views towards the gendered content were explored in 20 semi-structured interviews. In study 3 we examined the impact of the respondent’s gender role identity on gendered content effectiveness. Overall, when controlled for level of gender role identity, only masculine males evaluated leaflets featuring communal wording negatively which suggests that wording matters only for masculine males, but not for other men and women. Theoretically, we identified that gender-based message-respondent congruence is not a necessary aspect of communications to be effective, except for one group: masculine males. Our study identified dominant gender role identity as a factor that explained respondents’ preferences for presented stimuli. Specifically, males who display masculine gender role identity differ in evaluations of communal wording from all other groups. Social and commercial marketers who target men and women with exercise-related services should consider the use of agentic wording endorsed by a male endorser when targeting masculine men to increase the likelihood of eliciting positive attitudes towards the communication. However, such distinctions should not be associated with differences in women’s evaluations or men who do not report masculine gender role identity.

Assessing the Effect of Drivers’ Gender on Their Intention to Use Fully Automated Vehicles

Although fully automated vehicles (SAE level 5) are expected to acquire a major relevance for transportation dynamics by the next few years, the number of studies addressing their perceived benefits from the perspective of human factors remains substantially limited. This study aimed, firstly, to assess the relationships among drivers’ demographic factors, their assessment of five key features of automated vehicles (i.e., increased connectivity, reduced driving demands, fuel and trip-related efficiency, and safety improvements), and their intention to use them, and secondly, to test the predictive role of the feature’ valuations over usage intention, focusing on gender as a key differentiating factor. For this cross-sectional research, the data gathered from a sample of 856 licensed drivers (49.4% females, 50.6% males; M = 40.05 years), responding to an electronic survey, was analyzed. Demographic, driving-related data, and attitudinal factors were comparatively analyzed through robust tests and a bias-corrected Multi-Group Structural Equation Modeling (MGSEM) approach. Findings from this work suggest that drivers’ assessment of these AV features keep a significant set of multivariate relationships to their usage intention in the future. Additionally, and even though there are some few structural similarities, drivers’ intention to use an AV can be differentially explained according to their gender. So far, this research constitutes a first approximation to the intention of using AVs from a MGSEM gender-based approach, being these results of potential interest for researchers and practitioners from different fields, including automotive design, transport planning and road safety.

Naming is framing: The framing effect of technology name on public attitude toward automated vehicles

Vehicles with automated driving systems are called by many names, which are used interchangeably in public discourse, with different and at times misleading meanings. In two studies (total N = 908), we examined the naming effects on people's cognitive (perceived benefit and risk), affective (negative and positive affect), and behavioral responses (behavioral intention) to and trust in these vehicles in the Chinese context. Study 1 considered four names (intelligent, automated, autonomous, and driverless vehicles). Study 2 presented an identical description of vehicles with full automation and considered their five names (fully intelligent, fully automated, fully autonomous, fully driverless, and driverless vehicles). We corroborated the naming effects on affective responses and trust. The framing of "driverless vehicle" was less favorable in Study 1 but more favorable in Study 2. Technology names indirectly influenced behavioral intention through certain cognitive and affective responses. Theoretical and practical implications of our results are discussed.