TY - JOUR
T1 - Technology Name and Celebrity Endorsement Effects of Autonomous Vehicle Promotional Messages
T2 - Mechanisms and Moderators
AU - Myrick, Jessica Gall
AU - Ahern, Lee
AU - Shao, Ruosi
AU - Conlin, Jeff
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The Science Communication Program at the Bellisario College of Communications, The Pennsylvania State University, provided funding for this project.
Publisher Copyright:
© The Author(s) 2018.
PY - 2019/2/1
Y1 - 2019/2/1
N2 - Autonomous vehicles represent an emerging technology with the potential to radically transform everyday life. Yet there is little understanding of how promotional tactics—easy-to-grasp technology labels or pairing the technology with well-known celebrities—influence public perceptions of risk, benefits, and intentions. Therefore, we experimentally tested (N = 721) the effects of technology name and celebrity presence on emotional, cognitive, and behavioral responses to promotional messages. Moreover, we examined how individual differences and attention to news about autonomous vehicles can moderate responses. Results of this exploratory study revealed the importance of affective and cognitive mediators and audience-related moderators in shaping responses.
AB - Autonomous vehicles represent an emerging technology with the potential to radically transform everyday life. Yet there is little understanding of how promotional tactics—easy-to-grasp technology labels or pairing the technology with well-known celebrities—influence public perceptions of risk, benefits, and intentions. Therefore, we experimentally tested (N = 721) the effects of technology name and celebrity presence on emotional, cognitive, and behavioral responses to promotional messages. Moreover, we examined how individual differences and attention to news about autonomous vehicles can moderate responses. Results of this exploratory study revealed the importance of affective and cognitive mediators and audience-related moderators in shaping responses.
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U2 - 10.1177/1075547018819194
DO - 10.1177/1075547018819194
M3 - Article
AN - SCOPUS:85058988863
SN - 1075-5470
VL - 41
SP - 38
EP - 65
JO - Science Communication
JF - Science Communication
IS - 1
ER -