AUTONOMOUS VEHICLES Prof. Gibbert, Consumer Behaviour - SS 2018 - - PowerPoint PPT Presentation

AUTONOMOUS VEHICLES

• Prof. Gibbert, Consumer Behaviour - SS 2018

BeautifulMinds: Alan Bicego, Francesca Panico, Federica Pedalino, Giada Rizzo

Characters description

• 30 years old
• American
• Echo-boomer (Millennial)
• Junior Human Resources Recruiter
• Single
• Ambitious and career-driven
• Heavy user of new technologies
• User of public transport - drives a car
• nly during the weekend
• 56 years old
• American
• Baby-boomer
• Banker - private consultant
• Married - 25 years of marriage
• No children
• Settled, but loves to try new

technologies (innovator/first user)

• Drives a car every day - work use as

well

ALEXA JOHN

What motivates you to buy an autonomous vehicle?

• Hedonic

need → the idea

• f

using an autonomous vehicle changes an usual action like driving in something futuristic. Moreover, I perceive this car as a luxury product and since I am a woman in career, this car is appealing to me. These technological and luxurious fantasies make me want to have this kind of car. ○ Partially utilitarian → this car is useful in driving me home after a night out or to go to work when I don’t want to use public transportation.

• I don't really need it but I would like to have it!
• Utilitarian need → work reason: even if I

usually drive during rush hour, with autonomous vehicles, I could read the documents of the client while reaching them. ○ Partially hedonic → I love the futuristic idea that the autonomous vehicle gives me, since I love technology and it makes me live my kid fantasies.

• No real need but I definitely want it!

Do you have conflicting motives about this car?

• Approach-avoidance → on one hand, I would

like to drive this kind of car, but on the other hand, I also consider the potential negative consequences of it: ○ I fear the fact that I don’t have much control on it ○ A widespread adoption of autonomous vehicles can lead to the loss of driving- related jobs ○ Too much technology might create some problems

• Approach-approach → I love driving, thus I

would appreciate also a not fully autonomous vehicle (brakes, speed, parking assistance), but the idea of a completely autonomous car is really appealing too for the positive consequences: ○ Less stress ○ Use time more efficiently ○ Even if I’m tired or sick I don’t have to worry about driving ○ I don’t have to pay anymore for the damage of my wife when she parks!

Maslow hierarchy of needs

What are the characters’ attitudes toward this

• bject?
• Experiential hierarchy

○ Feel → Do → Think ○ Affective ○ Alexa has created a lot of emotional values and responses toward this

• bjective. These fantasies drive her

motivation and determine her attitude

• Cognitive dissonance theory →

She has conflicting motives toward the object ○ Could the actual use of the product change the emotional impact that drives the attitude? → Cognitive dissonance after purchase

• Standard learning hierarchy

○ Think → Feel → Do ○ Cognitive ○ John would seek a lot of information about the new autonomous vehicle

• technology. Next, he recognizes the

characteristics and functions, understands the benefits and forms

• feelings. Finally, he would purchase the

car or recommend it to others

• Self-perception theory → lot of technology

use and driving leads to a perceived positive attitude towards autonomous vehicles

What are the characters’ decision-making processes?

Affective bucket

• Alexa is fascinated by the idea of having an

autonomous car because it is technological and futuristic

• She starts to search for information related

to this product: she googles it and discusses about it with co-workers/friends/family members to get different points

• f

view/opinions

• She

might also consider not completely autonomous cars

• She repeats the steps 2 and 3 several times

according to the dissonance she experiences (approach-avoidance conflict)

• At the end, she will not buy the car

Cognitive bucket

• John realizes that a new technology for cars

is on the market and that could improve his everyday driving experience, so he wants to change his old car

• He goes to a car dealer to ask for information

related to this product

• He

carefully analyses the wanted characteristics and proceeds to compare different models

• John decides to purchase a specific model of

autonomous vehicle because it better fits his needs and desires

• John happily doesn’t drive his car :)

How to change Alexa’s behaviour?

• Reduce the dissonance magnitude:

○ Autonomous vehicle manufacturers → provide more information to lower the fears of Alexa→ more advertisement on the media and social networks ○ Driving organizations → keep the job ○ Useful to limit the conflict to an approach-approach kind → Alexa should only question about driving a completely autonomous car or a partial one → regular cars not an option

• Emphasize more the utilitarian functions → show how this new technology can improve your everyday

life → less stress when driving, more time to do your work on the go

• Use the foot-in-the-door technique → introduce this technology into other sides of life (public

transportation), and include it slowly into regular vehicles (speed control, etc.)

THANK YOU FOR YOUR ATTENTION!