 This October, television and web viewers were treated to an advertisement featuring basketball star LeBron James taking a ride in a driverless car. 今年十月，电视和网络观众们都看到了一条广告，里面有篮球明星詹姆斯.勒布朗乘坐一辆无人车的画面。 At first, James—known for his fearlessness on the court—peers in doubtfully at the vacant driver's seat and declares: "Nope." 起初，詹姆斯—以在球场上是出名地敢打敢拼—疑惑地盯着空空如也的驾驶座，然后说：“没门儿！” But after a short trip in the back seat, he has changed his tune. "Hey yo, I'm keepin' this!" James exclaims to friends. 但在后座上试乘了一段之后，他改口对朋友们说：“嘿，哟，我就买它了！” 驾驶 The ad, from computer chip–maker Intel in Santa Clara, California, is aimed at overcoming what could be one of the biggest obstacles to the widespread adoption of autonomous vehicles (AVs): consumer distrust of the technology. 这则来自电脑芯片制造商英特尔，其位于加利福利亚圣克拉拉市，目的是为了战胜人们对无人车的广泛使用的心理障碍：顾客们不信任这种科技。 Unnerved by the idea of not being in control—and by news of semi-AVs that have crashed, in one case killing the owner—many consumers are apprehensive. In a recent survey by AAA, for example, 78% of respondents said they were afraid to ride in an AV. 因为对无法掌控—以及半无人驾驶的致人死亡的车祸—感到不安，很多顾客在最近美国汽车协会开展的一次调查中都表现出了忧虑，78%的受访者说他们不敢乘坐无人车。 Such numbers are a warning sign to firms hoping to sell millions of AVs, says Jack Weast, the chief systems architect of Intel's autonomous driving group in Phoenix. 这样的数字对于想要大规模销售无人车的公司来说是一种警告，凤凰城的英特尔无人驾驶集团的首席架构师杰克.威斯特说。 "We could have the safest car in the world," he says, "but if consumers don't want to put their kids into it, then there's no market." “我们可以造出世界上最安全的车”，他说，“但如果消费者们不让他们的孩子们来坐，那市场也就不存在了。” Consumer distrust has become a catalyst, prompting researchers in industry and academia to a launch a wide range of studies aimed at understanding how people perceive AVs—and what might persuade skeptics to change their views. 消费者们的质疑成为了一种催化剂，促使产业中和学院里的研究者们开展了一系列针对人们对无人车的看法—以及如何能让怀疑者们改变看法的研究。 Some are studying how those outside the vehicle, including pedestrians and nearby drivers, react to driverless vehicles. 有人研究车外的包括行人和周边的司机对无人车的反应。 Others are focusing on how passengers interact with AVs, for instance by testing whether people are more likely to trust cars that talk or share visual information on screens. 其他人则研究乘客们如何与无人车互动，比如测试一下人们是否对能对话和在屏幕上分享视觉信息的车更加信任。 Bertram Malle, a psychologist at Brown University, predicts that "acceptability is going to depend on how people feel when they are riding in an AV." 布朗大学的心理学家，伯特伦.马莱语言说“人们的接受度取决于人们乘坐无人车时的感受”。 Ultimately, to build trust in AVs, experts say companies will need to clearly communicate the technology's strengths and weaknesses. 最后，要建立消费者对无人车的信任，厂家们需要清楚明白地展示该技术的优势和缺陷。 "We have started to use the term 'calibrated trust,’" Malle says. "You want people to trust the AV … with respect to the things it is actually good at, but not trust the AV with things it is not good at." ““我们已经开始使用术语'标准信任'”马莱说。“你想让人们信任无人车...在它擅长的方面，但是也要允许他们担心它还不足的地方。” A key message, Mankowsky says, is that for all the potential benefits of the technology, consumers "should not believe in magic." 最重要的是，曼考斯基说，尽管这项技术有诸多优势，顾客们还是不应该产生迷信。 |
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