Users’ resistance towards radical innovations: The case of the self-driving car

This paper unpack and examine attitudes and potential barriers of end-users towards the self-driving car, and suggests potential strategic implications for automotive companies and avenues to overcome, or at least mitigate, drivers’ barriers.

Abstract

In this paper we unpack and examine attitudes and potential barriers of end-users towards the self-driving car. We explore whether drivers have (mental) barriers and/or show resistance towards the self-driving car and, given such barriers and resistance are identified, investigate the main underlying reasons. Further, we suggest potential strategic implications for automotive companies and avenues to overcome, or at least mitigate, drivers’ barriers. The paper contributes to a better understanding of end-users’ opinions on radical innovations such as the self-driving car and strives to add value by linking scientific insights from both psychology as well as innovation literature. Only a limited number of studies so far have dealt with the potential barriers of users towards the self-driving car; therefore, it is our intent to provide first empirical evidence to trigger further research and foster a broader discussion on this relevant topic.