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.


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.


Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Armin Granulo, Technical University of Munich, Germany
Christoph Fuchs, TU Munich, Germany


NA - Advances in Consumer Research Volume 48 | 2020

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