“…In this study, we aim to address the two research gaps discussed above in the context of AVs. By building on the self‐brand connection literature (Park et al, 2010), we extend prior research (Butcher et al, 2019; Dagogo‐Jack & Forehand, 2018; Magnoni & Roux, 2012) and we show that higher connection to brands is associated with lower resistance to radical innovations, because of lower perceived risk barriers (Study 1). More importantly, in Study 2 we show that the strength of this relationship depends on the brand's concept (Torelli et al, 2012), such that it is significantly weaker for brands with conservation (vs. openness) concepts.…”