April 3rd, 2024
Harvard Business Review recently published an article co-authored by Carey Morewedge, Professor in Marketing, discussing how auto manufacturers and government policymakers can address the adoption of self-driving cars.
Although automated vehicles may reduce traffic-related fatalities and increase road safety, drivers remain reluctant to adopt them because of biases about their driving abilities.
“If people accept automated vehicles only for other drivers but not themselves, mainstream adoption may stall. Fortunately, this roadblock is surmountable,” Morewedge adds.
To help combat this resistance, auto manufacturers and policymakers can use strategies like introducing incentives such as insurance discounts or tax breaks to encourage adoption.
