1. Prof. Michael Gibbert - Consumer Behaviour
Autonomous Vehicles
Prof. Michael Gibbert - Consumer Behaviour
Group Nendsudes Yvonne Burger, Federico Fridel, Marco Good, Alina Meletta, Helena Pöhl-Netzebandt, Mark Stalder

2. 4 personas, all using autonomous vehicles in 2030 out of different motivation

3. John Deere - Family John Deere West USA, Anaheim
Creative Producer on Ellen
Tesla Model S

4. Theoretical approach to John Deere
Want
Use more family time (using the unavoidable traffic jams to work and to be home sooner)
No longer look for a parking lot daily
Not endangering himself due to fatigue
Values
Individualism, self-expression, modern
Lifestyle
A: Family and job are equally important, both indispensable
I: Efficiency
O: Environmental thoughts are secondary, personal need for transportation is first
Decision Making
Comfort, fatigue while driving
Cognitive: careful evaluation of alternatives led to the purchase of his car
Habitual: used to have his own car, traffic jams
AV Option
Owning ($$$)

5. Bridget Jones - Job

6. Theoretical approach to Bridget Jones
Want
Security, no dependency on public transport to go to work, no need to look for parking lot
Take care of her father, seem modern, flexibility
Values
Self-expressive, believes in a better world through development
Lifestyle
A: Job
I: Getting the job done
O: Lifestyle comes first, others’ opinions matter a lot, expects others to work as hard as she does
Decision Making
Goal: esteem
Affective: bad connotations to public transport
Habitual: used to ride-on-demand services
AV Option
Sharing ($$)

7. Thusjiaini Sangaralingam - Sustainability
IT Consultant
Calcutta, India
Willingness to find a more environment friendly transport

8. Theoretical approach to Thusjiaini Sangaralingam
Want
Sustainability: India’s cities are polluted, sees the benefits of less cars on the road and in addition to that, in fully electric cars.
Values
Tradition merging with development
Lifestyle
A: Very practical thinking, technology- oriented
I: Does not want to make mistakes (accident)
O: Desire for a structured, quiet day-to-day life, good relationship to her personal environment, wants to be on time and efficient
Decision Making
Goal: economy, sustainability
Affective: public transport has bad reputation, driving a car is too stressful, polluted environment, wants more sustainable means of transportation
Habitual: used to share tuk tuks, therefore no big deal to share an Uber Pool AV
AV Option
Sharing ($)

9. Langfing Fang - Innovation

10. Theoretical approach to Langfing Fang
Want
Self-esteem: wants to be seen as a trustworthy and successful innovator by his customers and partners, design matters to boost his confidence. He is proud to be up to date and wants to show off in front of colleagues who have to use shared AVs.
Values
Openness, inclusivity, self-expression
Lifestyle
A: Invests most of his time in his technology start-up, doesn’t have much leisure time.
I: Growing his business, innovation
O: He sees himself as an innovator and thinks the people around him orient themselves by him, environment is important to him
Decision Making
Goal: esteem, impress business partners
Risk averse: investors’ opinions
Cognitive: he realized that his former car was not fancy enough in his environment, careful evaluation of alternative.
AV Option
Co-owning ($$)

11. Prof. Michael Gibbert - Consumer Behaviour
Autonomous Vehicles
Prof. Michael Gibbert - Consumer Behaviour
Group Nendsudes Yvonne Burger, Federico Fridel, Marco Good, Alina Meletta, Helena Pöhl-Netzebandt, Mark Stalder