Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Impact of Emotions on Consumer Attitude Towards a Self-Driving Vehicle: Using the Pad (Pleasure, Arousal, Dominance) Paradigm to Predict Intention to Use

Author(s): 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.

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