What's in a Name: Vehicle Technology Branding & Consumer Expectations for Automation

Abstract

Vehicle technology naming has the potential to influence drivers' expectations (mental model) of the level of autonomous operation supported by semi-automated technologies that are rapidly becoming available in new vehicles. If divergence exists between expectations and actual design specifications, it may make it harder to develop trust or clear expectations of systems, thus mitigating potential benefits. Alternately, over-trust and misuse due to misunderstanding increase the potential for adverse events. An online survey investigated whether and how names of advanced driver assistance systems (ADAS) and automation features relate to expected automation levels. Systems with "Cruise" in their names were associated with lower levels of automation. "Assist" systems appeared to create confusion between whether the driver is assisting the system or vice versa. Survey findings indicate the importance of vehicle technology naming and its impact in influencing drivers' expectations of responsibility between the driver and system in who performs individual driving functions.