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Warm feelings about human-looking robots can turn icy when bots blunder
If a robot worker makes a mistake on the job, or annoys customers, businesses may not give it a pink slip and a cardboard box for its office belongings, but companies may be forced to shut down these expensive machines, according to a team of researchers.
Knowing how to better design and manage these robots may help service industry firms both avoid losing their investments in the robots, as well as secure an increasingly necessary source of extra help, the team added.
In a series of studies on robots used in service industry settings, such as restaurants and hotels, the researchers found that people’s reactions to robot gaffes may be influenced by whether the robots look like humans, or humanoid; or mostly lack human features, or non-humanoid. The team also uncovered strategies that humanoid robots can use to recover from mistakes with customers, according to Lisa Bolton, professor of marketing a
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Associate Professor Tom van Laer says the findings could, for example, offer key insights for health department campaigns related to the COVID-19 vaccine rollout.
“Imagine you have two ad campaigns, both depicting someone getting the vaccine. The first shows someone who was motivated to get the vaccine to protect their family from contracting the virus. The second person is motivated by a financial incentive offered by their employer,” said Associate Professor van Laer.
“Our research suggests that understanding the intrinsic motivation of the first person is more likely to translate to audiences. For example, the Australian Government’s COVID-19 ad released late last year is effective in showing the unintended consequences of visiting family while the main character unknowingly had the virus. Starting with the scene of the mother in ICU is a powerful opening.