What Would It Take to Get You into an Electric Car? Consumer Perceptions and Decision Making about Electric Vehicles

Americans buy millions of vehicles every year, but research on how those decisions are made, including personality and individual difference factors, has rarely taken full advantage of psychological insights. This is an increasingly important topic because, for instance, decisions to buy electric vehicles (EVs) rather than gasoline-powered vehicles have environmental and geopolitical consequences. A series of studies reveal the very different perceptions of EVs and gas vehicles. Although vehicle choices at the aggregate level were strongly correlated with economic considerations, individual consumer choices were correlated with delay discounting rates in Study 1 but not Study 2. These studies also did not find significant correlations between EV purchase decisions and a number of other individual difference traits often thought to be factors in such decisions (i.e., social value orientation, political attitudes, environmental attitudes, preference for novel products, or an array of core social values). Regression models indicate that factors which did predict vehicle choices concerns were about the performance and range of EVs, EV prevalence in general, and beliefs about what statements different vehicle types made about their owners and the owners' values. More attention to the vehicle-associated values and immediate performance/use issues can help to promote EV purchase decisions and subsequent improvements in environmental and political stability.