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 during the trade-off between safety, comfort, and investments in ADAS. This research describes a stated preference experiment in which respondents choose between different option packages for lease cars. The target respondents need to make trade-offs between costs, comfort, and safety provided by ADAS. The results show that an increased perceived safety and comfort for the driver/passengers are both more preferred than an increased perceived safety for other road users. Also, the results show that innate morality plays an important role in these preferences, which is tested regarding five moral foundations. Furthermore, a booster that aims at increasing moral choice behaviour is tested, which results to have the opposite effect.
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