Exploring the relationships between individual cultural values and initial trust in automated driving systems: a separate examination of cognition-based and affect-based trust

Initial trust prior to actual interaction influences the acceptance and subsequent use of automated driving systems (ADSs) and is potentially associated with individuals’ individual cultural values (ICVs). Extending prior work that examined the separate associations between selected ICVs drawn from Hofstede’s cultural framework and initial trust in automation, this study aims to construct a unified analytical model to examine the joint effects of all Hofstede’s cultural dimensions on initial trust in ADS, while controlling for the potential confounding effects of several sociodemographic factors and personality traits. An online survey with 638 participants was conducted, and hierarchical regression analyses were employed. Results revealed that a higher level of affect-based initial trust was associated with greater uncertainty avoidance, indulgence, and collectivism. In contrast, cognition-based initial trust was positively associated only with uncertainty avoidance and indulgence. Power distance, motivation toward achievement and success, and long-term orientation showed no significant associations with either affect-based or cognition-based initial trust. These findings extend the existing literature by providing new insights into the relationships between ICV and trust in ADS. Trust management strategies in both policy and practice may benefit from being tailored to individuals with varying levels of uncertainty avoidance, indulgence, and collectivism.