Abstract
One of the most socially impactful innovations of the near future will be the proliferation of self-driving vehicles, which will have a major impact not only on the passengers in the vehicle but on all road users and even on society as a whole, transforming cityscapes. This study aims to contribute to the social acceptance of self-driving vehicles. As society is not unified in its attitude towards self-driving vehicles, the authors believe that successful social acceptance requires different messages to be delivered to different types of consumers. This research segmented consumers based on their acceptance of self-driving technology, thereby providing a basis for targeted communication in the future. Cluster analyses were used on a sample of 517 Hungarian consumers to identify five segments based on attitudes towards self-driving vehicles. The analysis identified five distinct segments of consumers: (1) tradition-loving dismissers, (2) open-minded adventurers, (3) uncertain optimists, (4) distrustful sceptics, and (5) abstentious observers. These segments can be targeted with differentiated communication strategies. This paper contributes to the literature on self-driving technology acceptance by providing a detailed segmentation of the consumer market, highlighting the importance of targeted communication to enhance technology adoption. It offers a novel approach by focusing on specific consumer segments rather than society in general. By identifying the needs and characteristics of different consumer segments, marketers can develop more effective communication strategies to promote the acceptance of self-driving technology. Using a more targeted marketing approach instead of mass-marketing may result in a smoother spread of innovation and maximise social welfare benefits from technological advancements.