University of Pennsylvania revealed mechanisms of psychological influence of robots

Researchers from the School of Hospitality Management of Pennsylvania State University discovered hidden mechanisms of psychological influence of robots on consumer behavior. Body color, voice timbre and face shape of robots imperceptibly influence human decision-making.

Statistical analysis revealed gender differences in perception. Women with reduced sense of control over the situation 30% more often agreed with recommendations of robots possessing masculine features – gray body or low voice. Men with analogous level of confidence demonstrated lesser susceptibility to similar influence.

People with high level of personal power showed independence from gender signals of robots, making decisions based on their own beliefs. However, adding cute features – round face, big eyes and rosy cheeks – neutralized gender differences in perception.

Practical consequences of the discovery may be important for the hospitality industry. Restaurants promoting new dishes and hotels offering upgrades can use masculine robot image to increase persuasiveness of offers in certain situations.

Alternatively, business can choose neutrally cute design to eliminate gender stereotypes. One small thing remains. The ethical dilemma of manipulative use of psychological features of perception for commercial purposes.