Naming is framing: The framing effect of technology name on public attitude toward automated vehicles

Abstract

Vehicles with automated driving systems are called by many names, which are used interchangeably in public discourse, with different and at times misleading meanings. In two studies (total N = 908), we examined the naming effects on people’s cognitive (perceived benefit and risk), affective (negative and positive affect), and behavioral responses (behavioral intention) to and trust in these vehicles in the Chinese context. Study 1 considered four names (intelligent, automated, autonomous, and driverless vehicles). Study 2 presented an identical description of vehicles with full automation and considered their five names (fully intelligent, fully automated, fully autonomous, fully driverless, and driverless vehicles). We corroborated the naming effects on affective responses and trust. The framing of “driverless vehicle” was less favorable in Study 1 but more favorable in Study 2. Technology names indirectly influenced behavioral intention through certain cognitive and affective responses. Theoretical and practical implications of our results are discussed.