Investigating cross-cultural differences in trust levels of automotive automation

Abstract

Our work examines the levels and perceptions of trust in automotive automation, and the influences of cultural differences concerning trust and automation, with respect to automated automobiles. We found the expected style of communication of the drivers in the autonomous automobile, showed a great effect on trust levels, both at initial contact and with sustained use. This communication style was dependent upon the client culture’s level of context, individualism, and collectivism. Across cultures, the balance of trust levels was found to need to be at moderate levels (not too high or low) to reduce automation misuse, disuse, and abuse. These findings align with the goal to create a positive flow state wherein there are reduced accidents, improved safety and satisfaction with use, across cultures. Future research is needed to assess physiological measures which may be useful to monitor and adapt to the drivers and passengers of automated automobiles.