Dr. Ricardo Daziano - Using Discrete Choice Experiments to assess early Consumer Response to Vehicle Automation

Ricardo Daziano, Associate Professor of Civil and Environmental Engineering, Cornell University.

Using Discrete Choice Experiments to assess early Consumer Response to Vehicle Automation.

22 February 2018, 11:00 to 12:00.
University of Leeds, Liberty Building, room 1.12.

Abstract:

Autonomous vehicles use sensing and communication technologies to navigate safely and efficiently with little or no input from the driver. These driverless technologies will create an unprecedented revolution in how people move, and policymakers will need appropriate tools to plan for and analyze the large impacts of novel navigation systems. Using data from two discrete choice experiments, in this talk estimates of the willingness to pay for automation will be discussed. We have first found that the average household is willing to pay a significant amount for automation: about $3,500 for partial automation and $4,900 for full automation. Second, we estimate substantial heterogeneity in preferences for automation, where a significant share of the sample is willing to pay above $10,000 for full automation technology while many are not willing to pay any positive amount for the technology. The estimates also suggest that the demand for automation is split approximately evenly into high, modest and no demand, highlighting the importance of modeling flexible preferences for emerging vehicle technology. Preliminary results from a second case study show that users of shared services actually would like to be compensated for riding an automated vehicle.