Skip to main content
SpringerLink
Log in

The Old Moral Dilemma of “Me or You”

  • Conference paper
  • First Online:
Advances in Artificial Intelligence, Software and Systems Engineering (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 271))

Included in the following conference series:

  • 1846 Accesses

Abstract

The paper addresses the complex implications of using AI when applied to the automotive industry (transferring responsibility for decisions from humans to machines). The study aims to understand behavioral intentions to use autonomous vehicles (AVs) by exploring how ethical issues influence customers’ decisions. Based on an online survey and in-depth interviews with KOLs, the study sheds light on the factors that influence customer acceptance of AI in personal transportation and shows that individuals mainly focus on the concerns of AI and fail to perceive its potential benefits. The study contributes to the emerging debate on AI and marketing with reference to ethical issues and offers new insights into Italian consumers’ awareness and usage intention for both policy makers and AV producers.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 219.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 279.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Gill, T. “Blame it on the self-driving car: how autonomous vehicles can alter consumer morality” 47(2), 272–291 and Novak, T. P. “A Generalized Framework for Moral Dilemmas Involving Autonomous Vehicles: A Commentary on Gill” 47(2), 292–300.

  2. 2.

    The scenario shown in the figure was designed by the authors on the Moral Machine platform, which allows you to create your own scenario to share and discuss https://www.moralmachine.net.

References

  1. Altimari, A., Colurcio M.: Ethics and artificial intelligence: new and old challenges. Focus on self-driving cars. In: SIM Conference 2020 Proceedings (2020). ISBN: 978–88–943918–4–8

    Google Scholar 

  2. Anderson, J., Nidhi, K., Stanley, K., Sorensen, P., Samaras, C., Oluwatola, O.: Autonomous Vehicle Technology: A Guide for Policymakers. Rand Corporation, Santa Monica (2014)

    Google Scholar 

  3. ANSA: Veicoli connessi e autonomi mandano in tilt consumatori (2018). https://www.ansa.it/canale_motori/notizie/analisi_commenti/2018/09/20/veicoli-connessi-e-autonomi-mandano-in-tilt-consumatori_969aa8f8-6f6f-41f0-9fbe-6f2c26baba8e.html

  4. Awad, E., et al.: The moral machine experiment. Nature 563, 59–64 (2018)

    Article  Google Scholar 

  5. Bennink, H.: Understanding and managing responsibible innovation. Philos. Manag. 19(3), 317–348 (2020)

    Google Scholar 

  6. Blok, V.: Philosophy of innovation: a research agenda. Philos. Manag. 17(1), 1–5 (2017). https://doi.org/10.1007/s40926-017-0080-z

    Article  Google Scholar 

  7. Bonnefon, J., Shariff, A., Rahwan, I.: The social dilemma of autonomous vehicles. Science 352(6293), 1573–1576 (2016)

    Article  Google Scholar 

  8. Davenport, T., Guha, A., Grewal, D., Bressgott, T.: How artificial intelligence will change the future of marketing. J. Acad. Mark. Sci. 48(1), 24–42 (2019). https://doi.org/10.1007/s11747-019-00696-0

    Article  Google Scholar 

  9. Fernandez-Rojas, R., et al.: Contextual awareness in human-advanced-vehicle systems: a survey. IEEE Access 7, 33304–33328 (2019)

    Article  Google Scholar 

  10. Gill, T.: Blame it on the self-driving car: how autonomous vehicles can alter consumer morality. J. Consum. Res. 47(2), 272–291 (2020)

    Article  MathSciNet  Google Scholar 

  11. Keszey, T.: Behavioural intention to use autonomous vehicles: systematic review and empirical extension. Transp. Res. Part C Emerg. Technol. 119, 102732 (2020)

    Article  Google Scholar 

  12. Lütge, C., et al.: AI4People: ethical guidelines for the automotive sector-fundamental requirements and practical recommendations. Int. J. Technoethics (IJT) 12(1), 101–125 (2021)

    Article  Google Scholar 

  13. Novak, T.P.: A generalized framework for moral dilemmas involving autonomous vehicles: a commentary on gill. J. Consum. Res. 47(2), 292–300 (2020)

    Article  Google Scholar 

  14. Saeed, T., Burris, M., Labi, S., Sinha, K.: An empirical discourse on forecasting the use of autonomous vehicles using consumers’ preferences. Technol. Forecast. Soc. Change. 158, 120130 (2020)

    Article  Google Scholar 

  15. Seuwou, P., Banissi, E., Ubakanma, G., Sharif, M.S., Healey, A.: Actor-network theory as a framework to analyse technology acceptance model’s external variables: the case of autonomous vehicles. In: Jahankhani, H., et al. (eds.) Global Security, Safety and Sustainability - The Security Challenges of the Connected World. CCIS, vol. 630, pp. 305–320. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-51064-4_24

    Chapter  Google Scholar 

  16. Skeete, J.: Level 5 autonomy: the new face of disruption in road transport. Technol. Forecast. Soc. Change 134, 22–34 (2018)

    Article  Google Scholar 

  17. Wu, S.S.: Autonomous vehicles, trolley problems, and the law. Ethics Inf. Technol. 22(1), 1–13 (2019). https://doi.org/10.1007/s10676-019-09506-1

    Article  Google Scholar 

  18. Yuen, K.F., Cai, L., Qi, G., Wang, X.: Factors influencing autonomous vehicle adoption: an application of the technology acceptance model and innovation diffusion theory. Technol. Anal. Strateg. Manag. 1–15 (2020)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. DIGES Department Campus Salvatore Venuta, University Magna Graecia of Catanzaro, 88100, Catanzaro, Italy

    Maria Colurcio & Ambra Altimari

Authors
  1. Maria Colurcio
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Ambra Altimari
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Maria Colurcio .

Editor information

Editors and Affiliations

  1. Institute for Advanced Systems Engineering, University of Central Florida, Orlando, FL, USA

    Tareq Z. Ahram

  2. University of Central Florida, Orlando, FL, USA

    Waldemar Karwowski

  3. Department of Pathology, College of Medicine, University of Saskatchewan Royal University Hospital, Saskatoon, SK, Canada

    Jay Kalra

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Colurcio, M., Altimari, A. (2021). The Old Moral Dilemma of “Me or You”. In: Ahram, T.Z., Karwowski, W., Kalra, J. (eds) Advances in Artificial Intelligence, Software and Systems Engineering. AHFE 2021. Lecture Notes in Networks and Systems, vol 271. Springer, Cham. https://doi.org/10.1007/978-3-030-80624-8_10

Download citation

Publish with us

Policies and ethics

Search

Navigation