The Influence of Gendered Characteristics in Service Robots on Consumer Behavior
Recent research conducted at Penn State University has unveiled intriguing insights into how the hospitality industry can harness the characteristics of service robots to sway customer decisions. With an increasing integration of technology into service roles, understanding the subtleties of human-robot interaction is essential for maximizing effectiveness. This study highlights the dynamics of robot gender and its perception among customers, particularly focusing on the varying impacts on men and women based on their sense of power.
The researchers behind this study, including Lavi Peng, Anna Mattila, and Amit Sharma, explored the persuasive potential of service robots that exhibit characteristics culturally associated with gender. The findings indicate that service robots designed with stereotypically masculine traits tend to be more effective when making recommendations to women who perceive themselves as having a low sense of power. Such revelations come at a time when the hospitality industry is increasingly incorporating technology to enhance customer experiences and streamline operations.
The first phase of their research involved an online survey of 239 respondents using Amazon Mechanical Turk. Participants first assessed their own sense of power before being prompted to envision a scenario where they visit a new restaurant and receive a menu recommendation from a service robot designed in gray—a color signaling masculinity. The researchers were particularly interested in how the gender portrayal of the robot influenced the participants’ perception of its persuasiveness regarding a breakfast burrito recommendation. The results were telling: women expressing a low sense of power were notably more likely to accept the recommendation from the male robot than their male counterparts.
Moreover, participants who reported having a higher sense of power displayed more decisiveness in their choices, often disregarding the robot’s gender entirely. This part of the study illustrates a fascinating psychological dynamic: individuals with high power are generally less inclined to conform to societal norms and thus rely more heavily on personal judgments, independent of external influences from service robots.
The implications of these findings extend further into practical applications for businesses within the hospitality sector. For instance, restaurants contemplating the optimal design for their service robots might consider employing male robots to recommend new dishes. The study suggests that such robots could potentially enhance customer decision-making and, consequently, sales. Similarly, hotels targeting upsells or room upgrades could strategically choose robot characteristics based on the identified gender dynamics to optimize persuasive efforts.
The second segment of the research sought to assess the impact of reducing gender stereotyping in robot design. The team engaged 156 university students representing a demographic that often finds itself in lower power positions due to their educational environment. By modifying the robot’s gender representation—this time utilizing an iPad display atop a Bear Robotics Servi robot featuring cute, cartoon-like facial features—the researchers were able to reduce the performance variability typically observed between gendered designs.
This segment of the study consequentially demonstrated that participants reacted similarly, regardless of the robot’s gender, upon encountering the endearing design. Thus, it implies that cute and non-threatening robots can neutralize gender biases and provide a more uniform engagement experience for both male and female customers. This suggests that for businesses aimed at mitigating gender stereotypes, adorning robots with non-threatening, appealing visual characteristics may be an effective strategy in fostering positive consumer interactions.
Additional layers of complexity underscore the reality that the integration of service robots in hospitality extends beyond merely their functional capabilities. The notion of gender within robotic design opens avenues for dialogue on societal norms and perceptions tied to gender roles as well. This invites further inquiry into how broader societal changes might also shape the future of service robots.
In conclusion, the research conducted by the Penn State team provides vital insights into the underexplored realm of human-robot interaction within the hospitality industry. The findings not only enlighten how service robots can be tailored to enhance customer experiences but also serve as a commentary on the broader implications of gender dynamics and societal norms impacting decision-making. As technology continues to infiltrate various sectors of business, the implications of this research offer significant avenues for further exploration, development, and implementation within service industries experienced in engaging customers in evolving ways.
By bridging the gap between technology and human interaction, service robots have the potential to redefine customer experience further. The research encourages hospitality businesses to leverage these findings thoughtfully while designing their service robots to maximize their influence on customer behavior. Going forward, the hospitality industry stands at the threshold of a unique opportunity to reshape how consumers interact with technology-and each other.
Subject of Research: The impact of gender portrayal in service robots on customer decision-making in hospitality.
Article Title: Gendered robots and persuasion: The interplay of the robot’s gender, the consumer’s gender, and their power on menu recommendations.
News Publication Date: 1-Mar-2025
Web References: Journal of Hospitality and Tourism Management
References: Lavi Peng, Anna Mattila, Amit Sharma, Penn State University.
Image Credits: Penn State University, Bear Robotics.
Keywords
Gender, Service Robots, Hospitality Industry, Consumer Behavior, Human-Robot Interaction, Persuasiveness.
