Self-driving cars, also known as automated vehicles (AVs), promise to revolutionize transportation. These cars have the potential to improve road safety, reduce traffic congestion, and make travel more convenient. However, not everyone is eager to embrace this technology. Some people are excited about the idea of sitting back and letting the car do the driving, while others feel uneasy about giving up control.
A new study has explored how personality influences a person's willingness to accept conditionally automated vehicles (CondAVs) - cars that can drive themselves in certain situations but still require human supervision at times. By analyzing responses from over 9,000 people across nine countries, researchers have identified key personality traits that affect how people perceive and accept self-driving cars.
How Personality Affects Acceptance of Self-Driving Cars
Personality plays a major role in how people interact with new technologies. To study this, researchers used the Big Five personality model, which categorizes people based on five traits: openness, conscientiousness, extraversion, agreeableness, and neuroticism. These traits were examined alongside a well-established model of technology adoption known as the Unified Theory of Acceptance and Use of Technology (UTAUT2).
The study found that certain personality traits had a small but noticeable effect on a person’s willingness to use self-driving cars. Social influence - the opinions of family, friends, and society - was the strongest factor in determining whether someone would accept an AV. People who saw others embracing the technology were more likely to follow. Trust in the vehicle’s safety and performance was also an important factor.
Those with high openness, meaning they enjoy new experiences and ideas, were more willing to accept automated cars. Extraverts, who are outgoing and social, also had a positive attitude toward AVs, likely because they see them as exciting and convenient. Agreeable individuals, who tend to be cooperative and trusting, showed a small but positive interest in self-driving cars.
On the other hand, people with high neuroticism - who often experience anxiety and worry - were more hesitant to trust self-driving cars. Interestingly, the study found that conscientiousness, a trait associated with being organized and responsible, had little effect on AV acceptance.
Trust Is Key to Adoption
One of the most important findings was that trust is essential for people to accept self-driving cars. People who trusted that an AV would perform well and keep them safe were far more likely to consider using one. However, trust levels varied between countries, showing that cultural differences play a role in how people view automation.
For example, participants in Hungary placed a strong emphasis on trust, meaning that companies introducing AVs in this market may need to focus heavily on proving the reliability of the technology. Meanwhile, in the U.S., trust had less influence on acceptance, suggesting that other factors, such as performance and convenience, might be more important.
The study also showed that people who prefer to stay actively engaged in driving were less likely to embrace AVs. This suggests that individuals who enjoy driving for the sake of control or pleasure may be resistant to fully automated vehicles, preferring to remain in charge of their car.
How Can Automakers Use This Information?
Car manufacturers and policymakers can use these findings to shape how self-driving cars are introduced to the public. Since social influence plays a major role in AV acceptance, public awareness campaigns that highlight real-world benefits and positive user experiences could help increase adoption.
To build trust, companies need to focus on transparency, demonstrating how automated driving systems work and emphasizing safety features. Clear communication about how AVs handle emergencies and prevent accidents will be essential.
Understanding personality traits can also help tailor marketing strategies. For example, people high in openness may respond well to messaging that highlights innovation and the thrill of using new technology. Meanwhile, those with higher neuroticism may need reassurance and clear evidence of safety before they feel comfortable giving up control.
Governments can also play a role by implementing regulations that ensure AVs meet high safety standards, giving the public more confidence in the technology.
The Road Ahead for Automated Vehicles
While personality influences acceptance of AVs, the study suggests that factors like social influence and trust are far more powerful in shaping people’s attitudes. As self-driving technology continues to develop, companies will need to focus on building trust, educating the public, and making sure the experience of using an AV feels safe and reliable.
The shift to automated vehicles won’t happen overnight. But as more people see them in action, public attitudes may change. Just as people once hesitated to trust elevators without operators or airplanes with autopilot, self-driving cars may eventually become an accepted part of daily life. Understanding what drives acceptance can help smooth the transition, ensuring that AVs are designed in a way that meets the needs and comfort levels of different personalities.
