Consumers’ Response to Automated Vehicles


C. Raymond Bingham, PhD
Research Professor, Department of Psychiatry, U-M School of Medicine, Department of Health Behavior and Health Education, U-M School of Public Health, and head of the Young Driver Behavior and Injury Prevention Group, U-M Transportation Research Institute


May 2015 – April 2016


Anuj Pradhan, PhD
Assistant Research Scientist, Human Factors Group, U-M Transportation Research Institute


  1. Identify priority areas in the field of automated passenger vehicles.
  2. Examine consumer response to such priorities from biopsychosocial and behavioral perspectives.
  3. Undertake an in-depth exploration of consumers’ response and acceptance of automated vehicles.


Phase 1 will identify priorities in automated vehicles through surveying expert stakeholders (for example, members of the MTC Leadership Circle and university research leaders). Phase 2 will expose consumers to a simulated automated vehicle with priority technology features to be followed by individual interviews. We will quantitatively examine stress, trust, perceived expectations, and driving behavior, e.g. a bio psychosocial assessment of response. We will then qualitatively explore consumers’ responses of acceptance, including ease of use and usability, and underlying components of, motivation, comfort, trust, expectations, and costs as well as the way in which consumers relate these to intended use for themselves, their family, and likely word of mouth recommendations. This will be explored with regard to safety, traffic congestion, and fuel efficiency.


  1. Provide an overall assessment of priority areas for automated passenger vehicles.
  2. Comprehensively identify consumers’ responses to automated vehicles based on simulated driving experience.