Morality in the preference for Advanced Driver Assistance Systems: Identifying the importance of safety for other road users in consumers preference for extra car features

This research examines the incorporation of morality in discrete choice modelling, applied to the specific case of the choice for ADAS in lease cars. Implicitly, the decision to include or exclude ADAS in a car affects the safety of the driver himself and other road users. Therefore this decision has a moral dimension; a moral dilemma arises...