Accurately measuring perceptions of robots has become increasingly important as technological progress permits more frequent and extensive interaction between people and robots. Across four studies, we develop and validate a scale to measure social perception of robots. Drawing from the Godspeed Scale and from the psychological literature on social perception, we develop an 18-item scale (The Robotic Social Attribute Scale; RoSAS) to measure people's judgments of the social attributes of robots. Factor analyses reveal three underlying scale dimensions-warmth, competence, and discomfort. We then validate the RoSAS and show that the discomfort dimension does not reflect a concern with unfamiliarity. Using images of robots that systematically vary in their machineness and gender-typicality, we show that the application of these social attributes to robots varies based on their appearance.

The Robotic Social Attributes Scale (RoSAS): Development and Validation

Anthropomorphism is a phenomenon that describes the human tendency to see human-like shapes in the environment. It has considerable consequences for people’s choices and beliefs. With the increased presence of robots, it is important to investigate the optimal design for this technology. In this paper we discuss the potential benefits and challenges of building anthropomorphic robots, from both a philosophical perspective and from the viewpoint of empirical research in the fields of human–robot interaction and social psychology. We believe that this broad investigation of anthropomorphism will not only help us to understand the phenomenon better, but can also indicate solutions for facilitating the integration of human-like machines in the real world.

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Anthropomorphism: Opportunities and Challenges in Human-Robot Interaction

The purpose of this study is to explore consumer reviews with robotics based on the five dimensions for evaluating user experiences (i.e. embodiment, emotion, human-oriented perception, feeling of security and co-experience), as derived from research in human-robot interactions (HRI).,The study first reviews the five dimensions for evaluating user experiences in HRI and then analyzes user experiences with robotics at four hotels (i.e. Yotel New York, Aloft Cupertino, Henn-na Hotel Japan and Marriott Residence Inn LAX) based on reviews on TripAdvisor, Agoda, Yelp and Booking.com.,The findings highlight the influence of robotic embodiment and human-oriented perceptions on consumer experiences. The findings also suggest that users and robots can co-create novel experiences, with some guests even proactively seeking new opportunities to interact and communicate with robots to develop a certain level of “relationship” with them.,An understanding of user experiences from HRIs can inform future hospitality and tourism research and management.,This study contributes to hospitality and tourism management by highlighting current practices with robotics to suggest areas of improvements for enhancing future consumer experiences.,Consumer experiences will change rapidly as hospitality and tourism management deploys robotics in the future.,This is one of the early studies in the field to explore consumer experiences with robotics based on the five dimensions for evaluating user experiences from research in HRI. In doing so, this study provides a number of theoretical and managerial implications relevant for hospitality and tourism research and practice.

Exploring customer experiences with robotics in hospitality

In an experiment we manipulated a robot's voice in two ways: First, we varied robot gender; second, we equipped the robot with a human-like or a robot-like synthesized voice. Moreover, we took into account user gender and tested effects of these factors on human-robot acceptance, psychological closeness and psychological anthropomorphism. When participants formed an impression of a same-gender robot, the robot was perceived more positively. Participants also felt more psychological closeness to the same-gender robot. Similarly, the same-gender robot was anthropomorphized more strongly, but only when it utilized a human-like voice. Results indicate that a projection mechanism could underlie these effects.

http://aiweb.techfak.uni-bielefeld.de/files/p125.pdf

'If you sound like me, you must be more human': on the interplay of robot and user features on human-robot acceptance and anthropomorphism

Service robots can offer benefits to consumers (e.g. convenience, flexibility, availability, efficiency) and service providers (e.g. cost savings), but a lack of trust hinders consumer adoption. To enhance trust, firms add human-like features to robots; yet, anthropomorphism theory is ambiguous about their appropriate implementation. This study therefore aims to investigate what is more effective for fostering trust: appearance features that are more human-like or social functioning features that are more human-like.Design/methodology/approachIn an experimental field study, a humanoid service robot displayed gaze cues in the form of changing eye colour in one condition and static eye colour in the other. Thus, the robot was more human-like in its social functioning in one condition (displaying gaze cues, but not in the way that humans do) and more human-like in its appearance in the other (static eye colour, but no gaze cues). Self-reported data from 114 participants revealing their perceptions of trust, anthropomorphism, interaction comfort, enjoyment and intention to use were analysed using partial least squares path modelling.FindingsInteraction comfort moderates the effect of gaze cues on anthropomorphism, insofar as gaze cues increase anthropomorphism when comfort is low and decrease it when comfort is high. Anthropomorphism drives trust, intention to use and enjoyment.Research limitations/implicationsTo extend human???robot interaction literature, the findings provide novel theoretical understanding of anthropomorphism directed towards humanoid robots.Practical implicationsBy investigating which features influence trust, this study gives managers insights into reasons for selecting or optimizing humanoid robots for service interactions.Originality/valueThis study examines the difference between appearance and social functioning features as drivers of anthropomorphism and trust, which can benefit research on self-service technology adoption.

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Trust in humanoid robots : implications for services marketing

Recent research has shown that anthropomorphism represents a means to facilitate HRI. Under which conditions do people anthropomorphize robots and other nonhuman agents? This research question was investigated in an experiment that manipulated participants' anticipation of a prospective human-robot interaction (HRI) with a robot whose behavior was characterized by either low or high predictability. We examined effects of these factors on perceptions of anthropomorphism and acceptance of the robot. Innovatively, the present research demonstrates that anticipation of HRI with an unpredictable agent increased anthropomorphic inferences and acceptance of the robot. Implications for future research on psychological determinants of anthropomorphism are discussed.

Effects of anticipated human-robot interaction and predictability of robot behavior on perceptions of anthropomorphism

Previous work has documented that humans categorize robots as members of different social groups, thereby using socially relevant cues such as a robot’s alleged gender or nationality. Importantly, these social categorization processes affect impressions people form about robots. In an experiment with N=45 participants, we utilized a minimal-group paradigm and tested whether categorizing the humanoid robot NAO as an in-group member vs. an out-group member based on socially non-relevant features would result in higher levels of anthropomorphism and more positive evaluations of the robot. Innovatively, to assess anthropomorphism, we utilized an implicit measurement procedure. Results support our hypotheses: Perceived in-group membership with the robot resulted in a greater extent of anthropomorphic inferences about the robot and more positive evaluations. Moreover, compared to the out-group condition, participants who perceived NAO as an in-group member showed greater willingness to interact with robots in general.

When a Robot's Group Membership Matters Anthropomorphization of Robots as a Function of Social Categorization

How can we increase acceptance and anthropomorphism of robots? In an experiment with N = 45 participants, we tested whether categorizing the humanoid robot NAO as an in-group member vs. an out-group member would result in more positive evaluations and higher levels of anthropomorphism of the robot NAO. Results fully support our hypotheses. Moreover, the present findings also indicate that sharing in-group membership with NAO led to greater willingness to interact with robots in general.

Simon Bobinger

Papers

'If you sound like me, you must be more human': on the interplay of robot and user features on human-robot acceptance and anthropomorphism

Effects of anticipated human-robot interaction and predictability of robot behavior on perceptions of anthropomorphism

When a Robot's Group Membership Matters Anthropomorphization of Robots as a Function of Social Categorization

Minimal group - maximal effect? evaluation and anthropomorphization of the humanoid robot NAO

Effects of anticipation of human-machine interaction and predictability of robot behavior on anthropomorphism and acceptance.