Humans Vs. Service Robots as Social Actors in Persuasion Settings

• Published in: Journal of service research : JSR Vol. 28; no. 1; pp. 150 - 167
• Main Authors: Lee, Heekyung, Yi, Youjae
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.02.2025; SAGE PUBLICATIONS, INC
• Subjects: perceived sincerity; persuasive intent; retail service robots; robot anthropomorphism; persuasion knowledge; automated social presence

Our study departs from existing research, which primarily focuses on the benefits of automated social presence in customer service. Instead, we investigate the potential downsides of a service robot’s social presence in marketing persuasion, particularly its influence on consumers’ use of persuasion...