EMAC 2022_final version.pdf (264.5 kB)
Call me robot: the effect of automation name on consumers’ evaluation of service failure
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posted on 2023-06-10, 02:58 authored by Ada Maria Barone, Emanuela StagnoEmanuela Stagno, Carmela DonatoBusinesses all over the world are investing in automation to increase efficiency and minimize costs. However, in a future not far away, made even closer by the Covid-19 global pandemic, consumers will have to interact only with machines. How will consumers react then to automation in service contexts? While previous research mostly focuses on consumers’ reactions to robots rather than humans, we focus on the comparison between robots and automated machines. We propose that people attribute different levels of agency to automation depending on how automation technologies are named (robot vs. automated machine). In turn, the perceived level of agency influences how consumers respond to the technology during a service failure. Consumers are more likely to be indulgent toward a robot than an automated machine because they attribute more agency to the robot. We tested our hypothesis in three studies. The paper contributes to our understanding of human-computer interactions, shading light on how consumers respond to robots and automated machines during service failure
History
Publication status
- Published
File Version
- Accepted version
Journal
Proceedings of the European Marketing AcademyPublisher
EMACArticle number
A2022-107268Event name
EMAC Annual Conference 2022Event location
Corvinus University of BudapestEvent type
conferenceEvent date
24-27 May 2022Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2022-03-25First Open Access (FOA) Date
2022-03-25First Compliant Deposit (FCD) Date
2022-03-25Usage metrics
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