Served by a Cyborg: Understanding Consumer Responses to Human Enhancement Technologies – MSI

Working Paper

Served by a Cyborg: Understanding Consumer Responses to Human Enhancement Technologies

Nicole J. Hess, Martin Mende, Maura L. Scott, Anne L. Roggeveen and Dhruv Grewal

Nov 26, 2024

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Uses online experiments to determine how human enhancement technologies such as exoskeletons or smart glasses affect consumer satisfaction and perception of frontline service employees in high (healthcare) versus low (retail) dependency contexts.

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research recap

How Will Consumers Respond to Cyborg Service?

Human enhancement technology (HET) such as exoskeletons or augmented reality eyeglasses may transform frontline employees into superhuman “cyborgs” to improve customer service. In high involvement settings such as healthcare, however, enhanced powers may be undercut by perceived dehumanization and loss of warmth and competence, reducing customer satisfaction and loyalty.

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