Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory
The use of social robots for product advertising is becoming prevalent. Previous studies have demonstrated that social robots can positively impact ad hoc sales recommendations. However, the essential question of “how effectively customers remember the advertised content” remains unexplored. To addr...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-12-01
|
| Series: | Frontiers in Robotics and AI |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/frobt.2024.1397230/full |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846140793441484800 |
|---|---|
| author | Takato Mizuho Takato Mizuho Yuki Okafuji Yuki Okafuji Jun Baba Jun Baba Takuji Narumi |
| author_facet | Takato Mizuho Takato Mizuho Yuki Okafuji Yuki Okafuji Jun Baba Jun Baba Takuji Narumi |
| author_sort | Takato Mizuho |
| collection | DOAJ |
| description | The use of social robots for product advertising is becoming prevalent. Previous studies have demonstrated that social robots can positively impact ad hoc sales recommendations. However, the essential question of “how effectively customers remember the advertised content” remains unexplored. To address this gap, we conducted a field study where physical robots or virtual agents were stationed at two locations within a grocery store for product promotion. Based on prior research, we hypothesized that customers would exhibit better recall of promotional content when it is heard from different agents rather than the same agent. Moreover, we posited that customers would exhibit more favorable social attitudes toward physical robots than virtual agents, resulting in enhanced recall. The results did not support our hypotheses, as no significant differences were observed between the conditions. However, when the physical robot was used, we observed a significant positive correlation between subjective ratings such as social presence and recall performance. This trend was not evident when the virtual agent was used. This study is a stepping stone for future research evaluating agent-based product promotion in terms of customer memory. |
| format | Article |
| id | doaj-art-abbeebdcb35f481fb248fd9987aa0e11 |
| institution | Kabale University |
| issn | 2296-9144 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Robotics and AI |
| spelling | doaj-art-abbeebdcb35f481fb248fd9987aa0e112024-12-05T05:10:29ZengFrontiers Media S.A.Frontiers in Robotics and AI2296-91442024-12-011110.3389/frobt.2024.13972301397230Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memoryTakato Mizuho0Takato Mizuho1Yuki Okafuji2Yuki Okafuji3Jun Baba4Jun Baba5Takuji Narumi6AI Lab, CyberAgent, Tokyo, JapanGraduate School of Information Science and Technology, The University of Tokyo, Tokyo, JapanAI Lab, CyberAgent, Tokyo, JapanGraduate School of Engineering Science, Osaka University, Osaka, JapanAI Lab, CyberAgent, Tokyo, JapanGraduate School of Engineering Science, Osaka University, Osaka, JapanGraduate School of Information Science and Technology, The University of Tokyo, Tokyo, JapanThe use of social robots for product advertising is becoming prevalent. Previous studies have demonstrated that social robots can positively impact ad hoc sales recommendations. However, the essential question of “how effectively customers remember the advertised content” remains unexplored. To address this gap, we conducted a field study where physical robots or virtual agents were stationed at two locations within a grocery store for product promotion. Based on prior research, we hypothesized that customers would exhibit better recall of promotional content when it is heard from different agents rather than the same agent. Moreover, we posited that customers would exhibit more favorable social attitudes toward physical robots than virtual agents, resulting in enhanced recall. The results did not support our hypotheses, as no significant differences were observed between the conditions. However, when the physical robot was used, we observed a significant positive correlation between subjective ratings such as social presence and recall performance. This trend was not evident when the virtual agent was used. This study is a stepping stone for future research evaluating agent-based product promotion in terms of customer memory.https://www.frontiersin.org/articles/10.3389/frobt.2024.1397230/fullsocial robotvirtual agentmultiple-context effectsocial presencememoryfield study |
| spellingShingle | Takato Mizuho Takato Mizuho Yuki Okafuji Yuki Okafuji Jun Baba Jun Baba Takuji Narumi Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory Frontiers in Robotics and AI social robot virtual agent multiple-context effect social presence memory field study |
| title | Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory |
| title_full | Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory |
| title_fullStr | Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory |
| title_full_unstemmed | Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory |
| title_short | Multiple-agent promotion in a grocery store: effects of modality and variability of agents on customer memory |
| title_sort | multiple agent promotion in a grocery store effects of modality and variability of agents on customer memory |
| topic | social robot virtual agent multiple-context effect social presence memory field study |
| url | https://www.frontiersin.org/articles/10.3389/frobt.2024.1397230/full |
| work_keys_str_mv | AT takatomizuho multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT takatomizuho multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT yukiokafuji multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT yukiokafuji multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT junbaba multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT junbaba multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory AT takujinarumi multipleagentpromotioninagrocerystoreeffectsofmodalityandvariabilityofagentsoncustomermemory |