01 Feb 2021 - 31 Jan 2022
01 Feb 2021 - 31 Jan 2022 With AI for autonomous vehicles evolving from limited responsibility to fully autonomous driving, this project posits that each level of AI control handover triggers different levels of risk perceptions and trust concerns as it involves varying levels of consumer commitment and relinquishing of control.
Grounded in the theories of social psychology and behavioural economics, this project will uncover how concerns with AI can be alleviated at each level. In so doing, we will investigate the mechanisms that can address consumers’ concerns and increase their overall trust and well-being. The project will help in managing evolution for inclusive human-AI interactions.
Professor of Marketing and Head of Digital and Data-Driven Management Department, University of Southampton
University of Nottingham
Post-Doctoral Research Fellow, University of Southampton
