Robot Or Human? How Bodies and Minds Shape Consumer Reactions to Human-Like Robots

Social robots are being increasingly used in consumption settings and are becoming more human-like in their physical appearance and mental abilities. Prior research suggests that consumers are uncomfortable with human-like robots. We find that increasing the belief that social robots can have minds increases perceived usefulness of and comfort with robots.


Noah Castelo, Bernd Schmitt, and Miklos Sarvary (2019) ,"Robot Or Human? How Bodies and Minds Shape Consumer Reactions to Human-Like Robots", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 259-264.


Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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