Framing automation of driving tasks: Effects on risk perception and consumers’ understanding of different levels of vehicle automation across four European countries
Year: 2025
Type: article
Abstract: Framing is the process whereby people's perception is influenced by how information is presented. In the automotive sector, well-known frames concern the names for advanced driver assistance systems (ADAS) which suggest higher levels of automation (e.g., by including the word ‘pilot’). The current study focusses on the framing of messages about the system's capabilities and how they impact on drivers' mental model regarding the need to control their car. A total of 3000 licensed drivers across four European countries participated in a survey with an embedded video, to provide insight in whether the framing of ADAS would affect consumers' willingness to take more risks in traffic and to compare their understanding of vehicle automation. Three levels of automation were distinguished: (1) assisted driving, a level of automation which supports the human driver without taking over control of the vehicle; (2) automated driving, at which level a vehicle takes over control of the vehicle within the limits of its operational design domain; (3) autonomous driving, when a vehicle is capable of driving itself under all circumstances. The effect of framing was studied by dividing respondents into two groups. The questions in the survey were the same for both groups, but the video was not. One group was shown a video stressing the increased comfort resulting from ADAS, i.e. the ‘Comfort condition’. The other group saw a video with the same factual content to explain the system's capabilities and limitations, but in which the importance of remaining responsible for and in control of driving was emphasised, i.e. the ‘Responsible condition’. This study has shown that framing of messages about ADAS' system capabilities indeed impacts drivers' mental model of these systems. Participants exposed to the ‘Comfort’ frame indicated a tendency for higher risk-taking behaviour compared to participants in the ‘Responsible’ frame. Moreover, the study also showed that the ‘Comfort’ frame shifted people's mental model about their role as a driver towards that for a higher level of automation. A well-calibrated mental model is a prerequisite for the safe use of these systems on the road. Given the findings of this study, the authors also propose a modification of the labels for the SAE levels of automation, distinguishing more clearly assisted, automated and autonomous driving. • Stressing the comfort of ADAS led to a higher willingness for risk-taking compared to emphasising driver responsibility. • Framing ADAS as a comfort feature shifted people's mental model for assisted driving towards a model for automated driving. • Being more familiar with ADAS – such as in Germany and Belgium – does not seem to protect against incorrect framing of ADAS. • Given the findings of this study a modification of the SAE labels for levels of automation is proposed.
Source: IATSS Research
Authors: Ilse M. Harms, Wouter Van den Berghe
Institution: Ministry of Infrastructure and Water Management
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415754572