Autonomous Vehicles. BY: Cosmoteam Alessandro Conte, Theresa Endres, Damian Garrell, Brady Hooley, Ginevra Pasquini

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1 Autonomous Vehicles BY: Cosmoteam Alessandro Conte, Theresa Endres, Damian Garrell, Brady Hooley, Ginevra Pasquini

2 Introduction The definition of consumer segments using consumer attitudes Everyday Consumers Generation Y- utilitarian function of attitude toward AVs. Generally positive attitude toward AVs, more malleable attitudes due to growing up within a context of disruptive technologies Generation X- ego-defensive function of attitude toward AVs. More negative attitude towards AVs, lower trust in establishment and technology, likely future job insecurity Government Utilitarian function of attitude toward AVs likely to be major purchaser of AV services and infrastructure, high benefits to society in terms of reduced traffic congestion and traffic accidents

3 Needs Generation X More unwilling to change: Private consumption Hedonistic needs: show that you are a modern, independent person who trusts in new technologies Generation Y More willing to accept the change: Public/ Sharing consumption Utilitarian needs: save money, gain of time, reduce emission Gap between the present state and the ideal state: benefit for disabled people Government Utilitarian need: alleviating traffic congestion and avoiding road accidents Hedonistic needs: Better ranking in technology among countries

4 Motivational Conflicts and Maslow s Hierarchy of needs The Consumer would like to embrace the change, but is held back by the fear of something unfamiliar Approach Avoidance

5 But better than human is a low bar. People seem prepared to tolerate deaths caused by human drivers, but AVs will have to be more or less infallible (The Economist) ecial-report/2018/03/01/self-dri ving-cars-will-profoundly-chang e-the-way-people-live

6 Cognitive Dissonance People don t trust changes The main issue is security Need to change society s mindset and push them out of their comfort zone. The dissonance could be filled by the right marketing strategy right message with the main features of AVs represent a benefit for the consumer and reduce wrong beliefs in people s minds

7 Social changes in a postmodern society Generation X Grown up with normal cars, AVs were distant future What they imagined when they were young is now becoming reality Generation Y Making real what was once just a fantasy BUT More used to rapidly changing innovations and digitized devices/ applications, so the hyper isn t that hyper Government AVs as shared vehicles, robotaxis Dissolving the distinctions between poor and rich, making AVs possible and accessible for all people Chronology, Hyperreality Hyperreality De-Differentiation

8 Changing Experiences Generation X Consuming as experience nostalgic, materialistic, driven by hedonistic needs Generation Y Consuming as integration more likely to follow immaterialism and Ethical Consumerism (downshifting by sharing)

9 Changing experiences for Gov t Government AVs as shared vehicles, robotaxis Dissolving the distinctions between poor and rich, making AVs possible and accessible for all people

10 "We should be concerned about automated driving, but we should be terrified about human driving." (Bryant Walker Smith, University of South Carolina) 8/03/19/uber-transparency-selfdriving-cars-safer/

11 Thank you for your attention!

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