Utilitarian vs. hedonic robots: Role of parasocial tendency and anthropomorphism in shaping user attitudes

Namseok Lee, Hochul Shin, S. Shyam Sundar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

15 Scopus citations

Abstract

This study examines the differential effects of hedonic vs. utilitarian robots, using a between-subjects experimental design, whereby 48 college students in Korea were randomly assigned to interact with either a Pleo (Dinosaur robot) or a Roomba (vacuum-cleaning robot). Results revealed that hedonic robot (HR) users perceived more enjoyment than utilitarian robot (UR) users, whereas UR users perceived more usefulness and ease-ofuse than HR users. Users with high tendency for parasocial interaction (PSI) and high anthropomorphism had more positive attitudes towards robots than their counterparts with low levels of these traits. HR users with high anthropomorphism and PSI had the most positive attitudes than all other combinations of variables. These results indicate that individual differences play a significant moderating role on user attitudes toward hedonic and utilitarian robots. The results of this study suggest that robot developers and marketers should take seriously the labeling of robots as hedonic or utilitarian, and also consider users' individual differences in order to maximize benefits of human-robot interactions.

Original languageEnglish (US)
Title of host publicationHRI 2011 - Proceedings of the 6th ACM/IEEE International Conference on Human-Robot Interaction
Pages183-184
Number of pages2
DOIs
StatePublished - Apr 1 2011
Event6th ACM/IEEE International Conference on Human-Robot Interaction, HRI 2011 - Lausanne, Switzerland
Duration: Mar 6 2011Mar 9 2011

Publication series

NameHRI 2011 - Proceedings of the 6th ACM/IEEE International Conference on Human-Robot Interaction

Other

Other6th ACM/IEEE International Conference on Human-Robot Interaction, HRI 2011
CountrySwitzerland
CityLausanne
Period3/6/113/9/11

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All Science Journal Classification (ASJC) codes

  • Human-Computer Interaction

Cite this

Lee, N., Shin, H., & Sundar, S. S. (2011). Utilitarian vs. hedonic robots: Role of parasocial tendency and anthropomorphism in shaping user attitudes. In HRI 2011 - Proceedings of the 6th ACM/IEEE International Conference on Human-Robot Interaction (pp. 183-184). (HRI 2011 - Proceedings of the 6th ACM/IEEE International Conference on Human-Robot Interaction). https://doi.org/10.1145/1957656.1957722