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Autonomous mobility is one of the rapidly evolving aspects of smart transportation which carries the potential of reshaping both demand and supply sides of transportation systems. While understanding public opinions about autonomous vehicles (AVs) is a compelling step towards their successful implementation, still little is known about to which extent people will embrace this new technology and how the vehicle features will affect their adoption decision. This study presents a new approach for modeling the adoption behavior of fully AVs using the profile-case best-worst scaling model. In this approach, an AV profile which is characterized in terms of the main vehicle attributes and their associated levels is presented to the decision maker and he/she is asked to select the most and the least attractive attributes. Further, a binary adoption question at the end of the choice task inquires if the respondent is willing to …