Do the Branding, Tone, and Mode of Training Materials Influence Consumer Understanding of a Partially Automated Driving System?
Event Type
Technical Groups
Surface Transportation
TimeTuesday, October 5th3:30pm - 3:45pm EDT
DescriptionIt is important that drivers understand the capabilities and limitations of driver assistance systems in their vehicles. The current study examined whether the branding, tone, and mode of training materials influence consumer understanding and expectations about an SAE Level 2 (“L2”) partial driving automation feature. Ninety drivers without experience with L2 systems were randomly assigned to learn about an actual L2 feature from a printed quick-start guide, a video, or an in-person demonstration. Half were told that the feature was named “AutonoDrive” and received materials emphasizing its capabilities; half were told it was named “DriveAssist” and received materials emphasizing its limitations. Although the emphasis differed, no false or deliberately misleading information was provided nor was any safety-critical information withheld. In a post-training questionnaire, those who received training emphasizing the system’s capabilities demonstrated greater confidence in the system across a wide range of measures related to its basic function and crash avoidance capabilities, including its ability to perform in many scenarios beyond its actual capabilities. Results underscore the importance of consumer information that is not only technically accurate but also balanced.