Personal Value Priorities in Autonomous Vehicle Discourse

Abstract

Autonomous vehicles (AVs) have become increasingly prevalent in modern society, with multiple companies pursuing avenues to advance technology. Despite the promises of safer driving, mitigating accidents and reducing stress, mixed opinions exist on the reliability and trustworthiness of the technology. While many factors form opinions regarding AVs, the component of personal values in AV discourse has not been well-documented. This research focuses on understanding which personal values are most prominent in AV discourse and how individuals prioritize these personal values. We studied two AV-focused data sources to gain perspective: 24 TED Talk transcripts and 20,000 Reddit user posts. Next, we scored the prevalence of personal values using the Personal Values Dictionary (PVD). Our results found that self-direction, achievement, power, stimulation, and conformity had an overall positive inclination in AV discourse. However, we also found value conflicts between both data sets, indicating a potential dissonance between professional opinions and those of typical consumers. Our findings provide insight into values literature and issues consumers bring up when discussing or adopting AVs. Our research on value conflicts can also link to consumers' potential adoption of AVs. Thus, we provide potentially useful perspectives for companies to address these concerns directly in their AV production, advertising, and design philosophies.