Technology Name and Celebrity Endorsement Effects of Autonomous Vehicle Promotional Messages

Mechanisms and Moderators

Bibliographic Data

ID6219630
AuthorsJessica Gall Myrick (0000-0001-9944-5138, The Pennsylvania State University, University Park, PA, USA, corresponding author), Lee Ahern (0000-0001-9144-3058, The Pennsylvania State University, University Park, PA, USA), Ruosi Shao (0000-0002-8834-4427, The Pennsylvania State University, University Park, PA, USA), Jeff Conlin (0000-0002-5455-0556, The Pennsylvania State University, University Park, PA, USA)
Year2019
Volume41
Issue1
Pages38-65
Publication date2019-02-01
Open AccessYes
TypeARTICLE
VenueScience Communication (JOURNAL)
Journal identifiersISSN: 1075-5470 • E-ISSN: 1552-8545
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/1075547018819194
OpenAlexW2906175982
LanguageEN
Citations received9
References cited46

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

Advertising · Affordance · Business · Cognition · Cognitive psychology · Everyday life · Exploratory research · GRASP · Perception · Political science · Sociology · Behavioral Health and Interventions · Computer Science · Death Anxiety and Social Exclusion · Media Influence and Health · Psychology · Social Psychology

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