Article ID: CBB475166178

Technology Name and Celebrity Endorsement Effects of Autonomous Vehicle Promotional Messages: Mechanisms and Moderators (2019)

unapi

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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Citation URI
https://data.isiscb.org/isis/citation/CBB475166178/

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Authors & Contributors
Toby Bolsen
Risa Palm
Justin T. Kingsland
Atkinson, Lucy
Baram-Tsabari, Ayelet
Cacciatore, Michael A.
Journals
Science Communication
Concepts
Communication of scientific ideas
Science and technology studies (STS)
Technoscience
Coronavirus disease 2019 (COVID-19)
Public opinion
Climate change
Time Periods
21st century
Places
United States
Korea
Philippines
Switzerland
Singapore
Institutions
Twitter (firm)
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