Research involving multiple experiments found that consumers have biased views of their driving abilities relative to those of other drivers and automated vehicles. These findings have implications for the adoption of partly or fully automated vehicles, which one day could reduce traffic-related deaths.
This article discusses the findings and offers five ways for auto manufacturers and government policymakers can counteract consumers’ biases.Automated vehicles promise to save thousands of lives, but drivers who overestimate their own driving skills may delay their adoption.Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume.
Julian De Freitas is an Assistant Professor in the Marketing Unit at Harvard Business School. He studies ethical intelligence: how the moral psychology of consumers colors their attitudes toward firms, and how firms can market in ways that are sensitive to these moral buttons in turn.is a professor of marketing and Everett W. Lord Distinguished Faculty Scholar at the Questrom School of Business at Boston University.Accelerate your career with Harvard ManageMentor®.
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