Purpose: Autonomous technologies represent an increasingly important, but at the same time controversial technological field with enormous potential. From a consumer perspective, however, the growing autonomy of technologies might result in a perceived loss of control, which can lead to...

Purpose Consumers’ perceptions of new technologies are vital for the adoption of innovations. However, due to the complexity of technological innovations and associated consumer concerns, marketing communications play a crucial role in shaping attitudes. In this context, the level of technical...