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According to industry research, the automation of vehicles promises a revolution in traffic safety, mobility, and quality of life. However, the success of such vehicles depends on their acceptance. This study investigates the influence of trust in technology, concerns of giving up control, perceived usefulness, perceived ease of use, the personality factor innovativeness, and the enjoyment of driving a car on the a priori intention to adopt an autonomous vehicle. By means of an online survey with 369 German participants, our study shows that trust in the technology and the concern about handing over control to a machine go hand in hand as respondents’ cognitive and affective perception of this innovation. Moreover, perceived usefulness represents an influential factor, while the enjoyment of driving a car is a barrier to the technology’s acceptance. Innovators represent a promising target for campaigns, as they are more …