Trust in Branded Autonomous Vehicles & Performance Expectations: A Theoretical Framework

Natalie Celmer, Russell Branaghan, Erin Chiou

Research output: Contribution to journalArticle


Future autonomous vehicle systems will be diverse in design and functionality because they will be produced by different brands. It is possible these brand differences yield different levels of trust in the automation, therefore different expectations for vehicle performance. Perceptions of system safety, trustworthiness, and performance are important because they help users determine how reliant they can be on the system. Based on a review of the literature, the system’s perceived intent, competence, method, and history could be differentiating factors. Importantly, these perceptions are based on both the automated technology and the brand’s personality. The following theoretical framework reflects a Human Systems Engineering approach to consider how brand differences impact perceived trustworthiness, performance expectations and ultimate safety of autonomous vehicles.
Original languageEnglish (US)
Pages (from-to)1761-1765
Number of pages5
JournalProceedings of the Human Factors and Ergonomics Society Annual Meeting
Issue number1
StatePublished - Sep 2018
Event62nd International Annual Meeting - HFES 2018 - Philadelphia, United States
Duration: Oct 1 2018 → …


  • Trust
  • Automation

ASJC Scopus subject areas

  • Human Factors and Ergonomics

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