The joint effects of driving hedonism and trialability on the choice between internal combustion engine, hybrid, and electric vehicles

Anat Tchetchik, Liat I. Zvi, Sigal Kaplan, Vered Blass

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

The low penetration rate of electric vehicles (EVs) is raising concern among policy makers and car designers who face risky decisions whether to invest in EV technology and promotion. Traditionally, battery electric vehicles (BEV) and hybrid electric vehicles (HEV) were considered successive technologies. Yet, it is becoming apparent that in the next few decades these technologies will co-exist, which revives the interest in the choice amongst them. This study focuses on normative and hedonic goals to understand the impact of innovativeness and driving hedonism and their interaction with user experience and pro-environmental attitudes of consumers choosing between conventional, hybrid and electric cars. The behavioral model challenges utility-based models of auto propulsion choices by integrating hedonic goal-framing and its interaction with product experience into Rogers’ diffusion of innovation model. In a discrete choice experiment informed by stated-preference Bayesian efficient design among 309 participants, we find that the interaction between driving hedonism and BEV 'trialability' is positively related to the adoption of HEVs rather than of BEVs. Compared to environmental consumers who lack driving hedonism, the segment of innovative-environmentalists act as BEV adoption pioneers and the segment of innovative-environmentalist-hedonists are HEV adoption pioneers.

Original languageEnglish
Article number119815
JournalTechnological Forecasting and Social Change
Volume151
DOIs
StatePublished - 1 Feb 2020
Externally publishedYes

Keywords

  • BEV
  • Diffusion of innovation
  • Discrete choice
  • Driving hedonism
  • Electric vehicles
  • HEV
  • Hybrid vehicles
  • Latent variables

ASJC Scopus subject areas

  • Business and International Management
  • Applied Psychology
  • Management of Technology and Innovation

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