Customer-Centric Motion Design

Customer-Centric Motion Design

Abstract: Self-moving products become increasingly prevalent in consumers’ everyday lives. These products move across physical space to complete tasks without the need for human intervention. Examples include robotic lawn mowers, mops, and emerging home robots. Despite their increasing prevalence, little is known about whether and how self-motion influences attitudes toward such products. A series of preregistered lab and online experiments demonstrates that the regularity of motion (i.e., the degree to which the product moves in repetitive patterns) is critical for consumer perception of self-moving products. Specifically, we show that consumers, in general, prefer self-moving products that move in a regular way rather than an irregular one. The findings also show that perceived performance and threat (e.g., toward objects or people) drive the observed effect. This research advances our understanding of the perception of autonomous technology and self-motion. Further, it suggests how firms can design and communicate self-moving products beyond technical specifications, taking a customer-centric perspective.

More information on Dr. Jenny Zimmermann can be found here.

Please use the following link for Zoom: https://uni-frankfurt.zoom.us/j/62958556058?pwd=b01qWXlrbVMzc1JFVEhjSWNvdGZPQT09