Can "the voices in the car" persuade drivers to go green?: effects of benefit appeals from in-vehicle voice agents and the role of drivers' affective states on eco-driving.

The present research investigated the possibility of using an in-vehicle voice agent to promote eco-driving. Considering that both types of benefit appeals--egoistic (emphasizing benefits to the self) and altruistic (emphasizing benefits to others)--could be employed to promote eco-driving behavior, we explored the effects of benefit appeals delivered by an in-vehicle voice agent on driving performance. In particular, we tested whether and how the valence (positive vs. negative) of drivers' affective states moderates the effects, drawing on the functionalist affect-cognition framework, which has theorized that positive affect leads people to focus more on self-interest, whereas negative affect leads people to become more sensitive to social norms. An experiment was conducted in which participants, after undergoing affect (happy vs. sad) elicitation, received messages (egoistic vs. altruistic) promoting eco-driving from an in-vehicle voice agent while performing a simulated driving task. Results were partially consistent with the functionalist affect-cognition framework. Happy participants performed better on eco-driving when they were exposed to egoistic appeals than to altruistic appeals. On the other hand, the driving performance data from sad participants did not yield a significant difference between the egoistic condition and the altruistic condition. Participants' driving performance data further revealed that the joint effects of benefit appeals and affective states on safe driving performance mirrored the joint effects on eco-driving performance, confirming a close relationship between the two driving behaviors. Theoretical and practical implications for the use of in-vehicle voice agents and benefit appeals in promoting eco-driving and safe driving are discussed.