Robots should be seen and not heard…sometimes : Anthropomorphism and AI service robot interactions
Journal article
Letheren, Kate, Jetten, Jolanda, Roberts, Jonathan and Donovan, Jared. (2021). Robots should be seen and not heard…sometimes : Anthropomorphism and AI service robot interactions. Psychology and Marketing. 38(12), pp. 2393-2406. https://doi.org/10.1002/mar.21575
Authors | Letheren, Kate, Jetten, Jolanda, Roberts, Jonathan and Donovan, Jared |
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Abstract | There is a growing need to understand how consumers will interact with artificially intelligent (AI) domestic service robots, which are currently entering consumer homes at increasing rates, yet without a theoretical understanding of the consumer preferences influencing interaction roles such robots may play within the home. Guided by anthropomorphism theory, this study explores how different levels of robot humanness and social interaction opportunities affect consumers' liking for service robots. A review of the extant literature is conducted, yielding three hypotheses that are tested via 953 responses to an online scenario-based experiment. Findings indicate that while consumers prefer higher levels of humanness and moderate-to-high levels of social interaction opportunity, only some participants liked robots more when dialogue (high-interaction opportunity) was offered. Resulting from this study is the proposed Humanized-AI Social Interactivity Framework. The framework extends previous studies in marketing and consumer behavior literature by offering an increased understanding of how households will choose to interact with service robots in domestic environments based on humanness and social interaction. Guidelines for practitioners and two overarching themes for future research emerge from this study. This paper contributes to an increased understanding of potential interactions with service robots in domestic environments. |
Keywords | anthropomorphism; artificial intelligence (AI); consumer psychology; liking; service robots ; social interaction opportunities |
Year | 01 Jan 2021 |
Journal | Psychology and Marketing |
Journal citation | 38 (12), pp. 2393-2406 |
Publisher | John Wiley & Sons, Inc. (US) |
ISSN | 0742-6046 |
Digital Object Identifier (DOI) | https://doi.org/10.1002/mar.21575 |
Web address (URL) | https://onlinelibrary.wiley.com/doi/10.1002/mar.21575 |
Open access | Published as non-open access |
Research or scholarly | Research |
Page range | 2393-2406 |
Author's accepted manuscript | License File Access Level Open |
Publisher's version | License All rights reserved File Access Level Controlled |
Output status | Published |
Publication dates | |
Online | 14 Aug 2021 |
Publication process dates | |
Deposited | 26 Sep 2024 |
Additional information | © 2021 Wiley Periodicals LLC |
For author manuscript: | |
Place of publication | United States |
https://acuresearchbank.acu.edu.au/item/90yx6/robots-should-be-seen-and-not-heard-sometimes-anthropomorphism-and-ai-service-robot-interactions
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Author's accepted manuscript
AM_Letheren_2021_Robots_should_be_seen_and_not_heard.pdf | |
License: CC BY-NC 4.0 | |
File access level: Open |
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