Kevin Elliott, Mark Hall and Juan Gloria Meng
This study examines the efficacy of the PAD (Pleasure, Arousal, Dominance) model in predicting consumer attitude towards a self-driving vehicle. A 23 - item questionnaire was developed in accordance with the PAD framework, and a survey of the general public was then conducted using Qualtrics (n = 1,050). The findings indicate that the hedonic motive of pleasure is a significant predictor of a consumer’s attitude towards a self-driving vehicle. The results also show that arousal and dominance directly impact the perceived pleasure related to the use of a self-driving vehicle. The implications of these findings are discussed and suggestions for future research are provided.