首页|Researchers' Work from Technical University Berlin (TU Berlin) Focuses on Roboti cs (Enhancing Corporate Brands Through Service Robots: the Impact of Anthropomor phic Design Metaphors On Corporate Brand Perceptions)
Researchers' Work from Technical University Berlin (TU Berlin) Focuses on Roboti cs (Enhancing Corporate Brands Through Service Robots: the Impact of Anthropomor phic Design Metaphors On Corporate Brand Perceptions)
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By a News Reporter-Staff News Editor at Robotics & Machine Learning Daily News Daily News-Investigators publish new report on Ro botics. According to news originating from Berlin,Germany,by NewsRx correspond ents,research stated,"The increasing introduction of intelligent,interactive robots in the service industry raises concerns about the potential dehumanizatio n of service provision and its influences on corporate brand perceptions. To avo id adverse effects,new service development (NSD) managers seemingly favor servi ce robots that feature anthropomorphic design metaphors,so they appear more hum an-like." Financial support for this research came from Projekt. Our news journalists obtained a quote from the research from Technical Universit y Berlin (TU Berlin),"The current research investigates explicitly how customer s' perception of a robot's anthropomorphic design metaphors might spill over to affect corporate brand perceptions. Study 1,a picture-based scenario study with 109 participants,reveals the impact of anthropomorphic design metaphors on unt ested corporate brand outcomes,such as brand trust and brand experience. Then S tudy 2,a video-based scenario study with 530 participants,addresses whether th ese effects depend on the service context. In Study 3,a field study of 393 part icipants,the authors examine how anthropomorphic design metaphors influence oth er firm-related outcomes (e.g.,shopping enjoyment,sales). The combined results confirm that anthropomorphic design metaphors strongly affect brand trust and b rand experience,as well as other critical firm-related outcomes; they also reve al notable context effects,such that customers of people-processing (e.g.,care services) and mental-stimulus-processing (e.g.,shopping assistance) services a ppear more likely to use anthropomorphic design metaphors as corporate brand cue s."
BerlinGermanyEuropeEmerging Techno logiesMachine LearningNano-robotRoboticsTechnical University Berlin (TU Berlin)