Age Differences in the Malleability of Attitudes toward Automated Shared Mobility
Authors: Baringer Kathryn , Souders Dustin J. , Lopez Jeremy 
Published: November 2021

Introduction:

The use of shared automated vehicles (SAVs) should lead to several societal and individual benefits, including reduced greenhouse gas emissions, reduced traffic, and improved mobility for persons who cannot safely drive themselves. We define SAVs as on-demand, fully automated vehicles in which passengers are paired with other riders traveling along a similar route. Previous research has shown that younger adults are more likely to report using conventional ridesharing services and are more accepting of new technologies including automated vehicles (AVs). However, older adults, particularly those who may be close to retiring from driving, stand to greatly benefit from SAV services. In order for SAVs to deliver on their aforementioned benefits, they must be viewed favorably and utilized. We sought to investigate how short educational and/or experiential videos might impact younger, middle-aged, and older adult respondents’ anticipated acceptance and attitudes toward SAVs. Knowing what types of introductory experiences improve different age groups’ perceptions of SAVs will be beneficial for tailoring campaigns aiming to promote SAV usage.

Methods:

We deployed an online survey using the platform Prolific for middle-aged and older respondents, and our departmental participant pool for younger adults, collecting 585 total responses that resulted in 448 valid responses. Respondents answered questions regarding their demographic attributes, their ridesharing history, preconceptions of technology, as well as their anticipated acceptance attitudes towards SAVs as measured by the dimensions of the Automated Vehicle User Perception Survey (AVUPS). After this, respondents were randomly assigned to an intervention condition where they either watched 1) an educational video about how SAVs work and their potential benefits, 2) an experiential video showing a AV navigating traffic, 3) both the experiential and educational videos, or 4) a control video explaining how ridesharing works. Anticipated acceptance attitudes towards SAVs were measured again after this intervention and difference scores calculated to investigate the effect of the intervention conditions. Prolific respondents were paid at a rate of $9.50/hour and younger adults received course credit.

Results:

Controlling for preconceptions of technology and ridesharing experience, a MANOVA was run on the difference scores of the dimensions of the AVUPS (intention to use, trust/reliability, perceived usefulness (PU), perceived ease of use (PEOU), safety, control/driving-efficacy, cost, authority, media, and social influence). Both older and middle-aged adults expressed significantly greater increases in PEOU and PU of SAVs than younger adults. We also observed an interaction between age and condition for both PU and PEOU. For PU, older adults’ difference scores were found to be significantly greater than younger adults’ for the control video condition. With PEOU, older adults’ difference scores were significantly greater than both younger adults’ for the control video condition, and middle-aged adults had greater difference scores for the educational-only video condition than younger or older adults.

Discussion:

The increases in PU observed for older adults in the control condition suggests that educating them on how to use currently available ridesharing services might transfer to and/or highlight the benefits that automated ridesharing might provide. The PEOU interactions also suggest that middle-aged adults might respond more positively than younger or older adults to an educational introduction to SAVs.

Conclusion:

The positive findings pertaining to PU and PEOU show that exposure to information related to SAVs has a positive impact on these attitudes. PU’s and PEOU’s positive relationship to behavioral intentions (BI) in the Technology Acceptance Model, coupled with the findings from this study, bode well for higher fidelity interventions seeking to inform and/or give individuals experience with SAVs. Providing information on how currently available ridesharing services work helped our older adult respondents recognize the potential usefulness of SAVs. Knowing that different age groups may respond better to educational versus experiential interventions, for example middle-aged adults in this study responding more positively to the educational video condition than younger or older adults, may be useful for targeted promotional campaigns.