Consumer Preferences For Human Versus Robotic Labor: the Role of Symbolic Consumption
We examine for which products and services consumers more likely favor human (vs. robotic) labor. In seven studies, consumers valued human (vs. robotic) labor more for products with higher symbolic value. We show that the effect is driven by perceptions of product uniqueness and moderated by need for uniqueness.
Citation:
Stefano Puntoni, Armin Granulo, and Christoph Fuchs (2020) ,"Consumer Preferences For Human Versus Robotic Labor: the Role of Symbolic Consumption", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1052-1057.
Authors
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Armin Granulo, Technical University of Munich, Germany
Christoph Fuchs, TU Munich, Germany
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality
Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA
Featured
Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance
Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France
Featured
F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers
Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada