Think Like a Robot: How the Interaction With Humanoid Service Robots Affects Consumer Decision Strategy
This research examines a novel effect and its mechanism that humanoid service robots cause a higher level of emotion deficit, which in turn increases reason-based consumption. Furthermore, this research offers boundary conditions of the effect such that the effect vanishes for high anthropomorphism tendency; reverses when the consumption is utilitarian.
Citation:
Jiancai (Johnson) Liao (2021) ,"Think Like a Robot: How the Interaction With Humanoid Service Robots Affects Consumer Decision Strategy", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Authors
Jiancai (Johnson) Liao, Aalto University School of Business
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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