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Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI

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Cited by:

  1. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
  2. Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
  3. Taoufiq Dadouch & Bouchra Bennani & Malika Haoucha, 2023. "Consumer Acceptance of Mobile Shopping Apps, From Basic Apps to AI-Conversational Apps: A Literature Review," Post-Print hal-04194657, HAL.
  4. Markovitch, Dmitri G. & Stough, Rusty A. & Huang, Dongling, 2024. "Consumer reactions to chatbot versus human service: An investigation in the role of outcome valence and perceived empathy," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  5. Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
  6. Ma, Dan & Zhu, Qing, 2022. "Innovation in emerging economies: Research on the digital economy driving high-quality green development," Journal of Business Research, Elsevier, vol. 145(C), pages 801-813.
  7. Christou, Prokopis & Hadjielias, Elias & Simillidou, Aspasia & Kvasova, Olga, 2023. "The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering," Journal of Business Research, Elsevier, vol. 155(PB).
  8. Mehmood, Khalid & Kautish, Pradeep & Shah, Tejas R., 2024. "Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  9. Miguel Ángel Moliner-Tena & Luis José Callarisa-Fiol & Javier Sánchez-García & Rosa María Rodríguez-Artola, 2025. "Service robots and memorable customer experience: The influence of perceived anthropomorphism," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
  10. Marc Becker & Dominik Mahr & Gaby Odekerken-Schröder, 2023. "Customer comfort during service robot interactions," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 137-165, March.
  11. Hu, Peng & Gong, Yeming & Lu, Yaobin & Ding, Amy Wenxuan, 2023. "Speaking vs. listening? Balance conversation attributes of voice assistants for better voice marketing," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 109-127.
  12. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  13. Hermann, Erik & Puntoni, Stefano, 2024. "Artificial intelligence and consumer behavior: From predictive to generative AI," Journal of Business Research, Elsevier, vol. 180(C).
  14. Borghi, Matteo & Mariani, Marcello M., 2022. "The role of emotions in the consumer meaning-making of interactions with social robots," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
  15. Hengjun Mei & Simona-Aurelia Bodog & Daniel Badulescu, 2024. "Artificial Intelligence Adoption in Sustainable Banking Services: The Critical Role of Technological Literacy," Sustainability, MDPI, vol. 16(20), pages 1-25, October.
  16. Sun, Yuan & Chen, Jin & Sundar, S. Shyam, 2024. "Chatbot ads with a human touch: A test of anthropomorphism, interactivity, and narrativity," Journal of Business Research, Elsevier, vol. 172(C).
  17. Kival Dhavraj & Tinashe T R Ndoro, 2023. "The Drivers of Customer Satisfaction in Interactions with Virtual Agents: Evidence from South Africa," Studies in Media and Communication, Redfame publishing, vol. 11(7), pages 401-414, December.
  18. Nitin Upadhyay & Aakash Kamble, 2024. "Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 855-872, September.
  19. Juquelier, Antoine & Poncin, Ingrid & Hazée, Simon, 2025. "Empathic chatbots: A double-edged sword in customer experiences," Journal of Business Research, Elsevier, vol. 188(C).
  20. Linxiong Chen & Changbiao Zhong & Chong Li, 2022. "Research on the Impact of the Digital Economy on China’s New-Type Urbanization: Based on Spatial and Mediation Models," Sustainability, MDPI, vol. 14(22), pages 1-23, November.
  21. Yang Li & Zhenghua Gan & Bowen Zheng, 2025. "How do Artificial Intelligence Chatbots Affect Customer Purchase? Uncovering the Dual Pathways of Anthropomorphism on Service Evaluation," Information Systems Frontiers, Springer, vol. 27(1), pages 283-300, February.
  22. Katharina Klein & Luis F. Martinez, 2023. "The impact of anthropomorphism on customer satisfaction in chatbot commerce: an experimental study in the food sector," Electronic Commerce Research, Springer, vol. 23(4), pages 2789-2825, December.
  23. Aubel Martin & Pikturniene Indre & Joye Yannick, 2022. "Risk Perception and Risk Behavior in Response to Service Robot Anthropomorphism in Banking," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 26-42, June.
  24. Xiaoxiao Song & Huimin Gu & Yunpeng Li & Xi Y. Leung & Xiaodie Ling, 2024. "The influence of robot anthropomorphism and perceived intelligence on hotel guests’ continuance usage intention," Information Technology & Tourism, Springer, vol. 26(1), pages 89-117, March.
  25. Markus Blut & Viktorija Kulikovskaja & Marco Hubert & Christian Brock & Dhruv Grewal, 2023. "Effectiveness of engagement initiatives across engagement platforms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 941-965, September.
  26. Murtaza, Zara & Sharma, Isha & Carbonell, Pilar, 2024. "Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
  27. Abhijit Guha & Timna Bressgott & Dhruv Grewal & Dominik Mahr & Martin Wetzels & Elisa Schweiger, 2023. "How artificiality and intelligence affect voice assistant evaluations," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 843-866, July.
  28. Song, Jinzhu & Gao, Yanhuan & Huang, Youlin & Chen, Lihan, 2023. "Being friendly and competent: Service robots' proactive behavior facilitates customer value co-creation," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
  29. Dario Krpan & Jonathan E. Booth & Andreea Damien, 2023. "The positive–negative–competence (PNC) model of psychological responses to representations of robots," Nature Human Behaviour, Nature, vol. 7(11), pages 1933-1954, November.
  30. Erik Hermann, 2022. "Anthropomorphized artificial intelligence, attachment, and consumer behavior," Marketing Letters, Springer, vol. 33(1), pages 157-162, March.
  31. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
  32. Zogaj, Adnan & Mähner, Philipp M. & Yang, Linyu & Tscheulin, Dieter K., 2023. "It’s a Match! The effects of chatbot anthropomorphization and chatbot gender on consumer behavior," Journal of Business Research, Elsevier, vol. 155(PA).
  33. Shengliang Zhang & Xinfeng Lin & Xiaodong Li & Ai Ren, 2022. "Service robots’ anthropomorphism: dimensions, factors and internal relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 277-295, March.
  34. Wu, Min & Yuen, Kum Fai & Li, Kevin X., 2024. "Forecasting the evolution of urban mobility: The influence of anthropomorphism and social responsiveness in the transition from human to automated driving," Technology in Society, Elsevier, vol. 79(C).
  35. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
  36. Kayeser Fatima, Johra & Khan, Md Irfanuzzaman & Bahmannia, Somayeh & Chatrath, Sarvjeet Kaur & Dale, Naomi F. & Johns, Raechel, 2024. "Rapport with a chatbot? The underlying role of anthropomorphism in socio-cognitive perceptions of rapport and e-word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
  37. Yuan, Haixia & Lü, Kevin & Fang, Wenting, 2025. "Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 188(C).
  38. Dabiran, Ehsan & Farivar, Samira & Wang, Fang & Grant, Gerald, 2024. "Virtually human: anthropomorphism in virtual influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
  39. Moez Ltifi, 2023. "Trust in the chatbot: a semi-human relationship," Future Business Journal, Springer, vol. 9(1), pages 1-12, December.
  40. Choi, Sunhwa & Yi, Youjae & Zhao, Xiaohong, 2024. "The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
  41. Sonal Ahuja & Vaibhav Sharma & Simarjeet Singh, 2025. "Is fintech chatbot adoption a far-off aspiration? Establishing adoption model using ISM-MICMAC approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 59(1), pages 413-437, February.
  42. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
  43. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
  44. Söderlund, Magnus, 2022. "Service robots with (perceived) theory of mind: An examination of humans’ reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
  45. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
  46. Rob Kim Marjerison & Youran Zhang & Hanyi Zheng, 2022. "AI in E-Commerce: Application of the Use and Gratification Model to The Acceptance of Chatbots," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
  47. Navid Bahmani & Amit Bhatnagar & Dinesh Gauri, 2022. "Hey, Alexa! What attributes of Skills affect firm value?," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1219-1235, November.
  48. Wu, Min & Wang, Nanxi & Yuen, Kum Fai, 2023. "Can autonomy level and anthropomorphic characteristics affect public acceptance and trust towards shared autonomous vehicles?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
  49. Balakrishnan, Janarthanan & Abed, Salma S. & Jones, Paul, 2022. "The role of meta-UTAUT factors, perceived anthropomorphism, perceived intelligence, and social self-efficacy in chatbot-based services?," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
  50. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
  51. Liu, Yun & Wang, Xingyuan & Wang, Shuyang, 2022. "Research on service robot adoption under different service scenarios," Technology in Society, Elsevier, vol. 68(C).
  52. Jana Holthöwer & Jenny Doorn, 2023. "Robots do not judge: service robots can alleviate embarrassment in service encounters," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 767-784, July.
  53. Amit Arora & Anshu Arora & John McIntyre, 2023. "Developing Chatbots for Cyber Security: Assessing Threats through Sentiment Analysis on Social Media," Sustainability, MDPI, vol. 15(17), pages 1-18, September.
  54. Janotta, Frederica & Hogreve, Jens, 2024. "Ready for take-off? The dual role of affective and cognitive evaluations in the adoption of Urban Air Mobility services," Transportation Research Part A: Policy and Practice, Elsevier, vol. 185(C).
  55. Lexie Lan Huang & Rocky Peng Chen & Kimmy Wa Chan, 2024. "Pairing up with anthropomorphized artificial agents: Leveraging employee creativity in service encounters," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 955-975, July.
  56. Zhang, Yaqiong & Wang, Shifu, 2023. "The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  57. Kamoonpuri, Sana Zehra & Sengar, Anita, 2023. "Hi, May AI help you? An analysis of the barriers impeding the implementation and use of artificial intelligence-enabled virtual assistants in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
  58. Chang, Yaping & Gao, Yajie & Zhu, Donghong & Safeer, Asif Ali, 2023. "Social robots: Partner or intruder in the home? The roles of self-construal, social support, and relationship intrusion in consumer preference," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
  59. Zhou, Cheng & Chang, Qian, 2024. "Informational or emotional? Exploring the relative effects of chatbots’ self-recovery strategies on consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  60. Taqdees Fatima & Bingxiang Li & Shahab Alam Malik & Dan Zhang, 2023. "The Spatial Effect of Industrial Intelligence on High-Quality Green Development of Industry under Environmental Regulations and Low Carbon Intensity," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
  61. Nika Meyer (née Mozafari) & Melanie Schwede & Maik Hammerschmidt & Welf Hermann Weiger, 2022. "Users taking the blame? How service failure, recovery, and robot design affect user attributions and retention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2491-2505, December.
  62. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
  63. Yangjun Ren & Ze Tian & Chao Liu, 2023. "Impact of the digital economy on urban green growth: Empirical evidence from China," PLOS ONE, Public Library of Science, vol. 18(12), pages 1-20, December.
  64. Wien, Anders Hauge & Peluso, Alessandro M., 2021. "Influence of human versus AI recommenders: The roles of product type and cognitive processes," Journal of Business Research, Elsevier, vol. 137(C), pages 13-27.
  65. Sofia Gomes & João M. Lopes & Elisabete Nogueira, 2025. "Anthropomorphism in artificial intelligence: a game-changer for brand marketing," Future Business Journal, Springer, vol. 11(1), pages 1-15, December.
  66. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.
  67. Won, Jongho & Lee, Daeho & Lee, Junmin, 2023. "Understanding experiences of food-delivery-platform workers under algorithmic management using topic modeling," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
  68. Bamberger, Boas & Reinartz, Werner & Ulaga, Wolfgang, 2025. "Navigating the future of B2B marketing: The transformative impact of the industrial metaverse," Journal of Business Research, Elsevier, vol. 188(C).
  69. Sharma, Monika & Rahman, Zillur, 2022. "Anthropomorphic brand management: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 149(C), pages 463-475.
  70. Ali Falah Dalain & Mohammad Ali Yamin, 2025. "Examining the Influence of AI-Supporting HR Practices Towards Recruitment Efficiency with the Moderating Effect of Anthropomorphism," Sustainability, MDPI, vol. 17(6), pages 1-16, March.
  71. Noah Castelo & Johannes Boegershausen & Christian Hildebrand & Alexander P Henkel & June Cotte & Klaus Wertenbroch, 2023. "Understanding and Improving Consumer Reactions to Service Bots," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(4), pages 848-863.
  72. Liyanaarachchi, Gajendra & Mifsud, Matthieu & Viglia, Giampaolo, 2024. "Virtual influencers and data privacy: Introducing the multi-privacy paradox," Journal of Business Research, Elsevier, vol. 176(C).
  73. Li, Xueni (Shirley) & Kim, Sara & Chan, Kimmy Wa & McGill, Ann L., 2023. "Detrimental effects of anthropomorphism on the perceived physical safety of artificial agents in dangerous situations," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 841-864.
  74. Stephanie M. Noble & Martin Mende, 2023. "The future of artificial intelligence and robotics in the retail and service sector: Sketching the field of consumer-robot-experiences," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 747-756, July.
  75. Alabed, Amani & Javornik, Ana & Gregory-Smith, Diana, 2022. "AI anthropomorphism and its effect on users' self-congruence and self–AI integration: A theoretical framework and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
  76. Smriti Kumar & Elizabeth G. Miller & Martin Mende & Maura L. Scott, 2022. "Language matters: humanizing service robots through the use of language during the COVID-19 pandemic," Marketing Letters, Springer, vol. 33(4), pages 607-623, December.
  77. Feng Ji & Yonghua Zhou & Hongjian Zhang & Guiqing Cheng & Qubo Luo, 2025. "Navigating the Digital Odyssey: AI-Driven Business Models in Industry 4.0," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 5714-5757, March.
  78. Sestino, Andrea & D'Angelo, Alfredo, 2023. "My doctor is an avatar! The effect of anthropomorphism and emotional receptivity on individuals' intention to use digital-based healthcare services," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
  79. Mari, Alex & Mandelli, Andreina & Algesheimer, René, 2024. "Empathic voice assistants: Enhancing consumer responses in voice commerce," Journal of Business Research, Elsevier, vol. 175(C).
  80. Alina Sorescu & Martin Schreier, 2021. "Innovation in the digital economy: a broader view of its scope, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 627-631, July.
  81. Kirk, Colleen P. & Givi, Julian, 2025. "The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications," Journal of Business Research, Elsevier, vol. 186(C).
  82. Blut, Markus & Ghiassaleh, Arezou & Wang, Cheng, 2023. "Testing the performance of online recommendation agents: A meta-analysis," Journal of Retailing, Elsevier, vol. 99(3), pages 440-459.
  83. Esmark Jones, Carol L. & Hancock, Tyler & Kazandjian, Brett & Voorhees, Clay M., 2022. "Engaging the Avatar: The effects of authenticity signals during chat-based service recoveries," Journal of Business Research, Elsevier, vol. 144(C), pages 703-716.
  84. Aric Rindfleisch & Nobuyuki Fukawa & Naoto Onzo, 2022. "Robots in retail: Rolling out the Whiz," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 238-244, December.
  85. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
  86. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).
  87. Zhou, Cheng & Dong, Wanqing, 2025. "How do older adults react to social robots’ offspring-like voices," Social Science & Medicine, Elsevier, vol. 364(C).
  88. Li, Jian & Huang, Jinsong & Li, Yaqi, 2023. "Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
  89. Mark Anthony Camilleri & Ciro Troise, 2023. "Live support by chatbots with artificial intelligence: A future research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 61-80, March.
  90. Yogesh Dwivedi & Janarthanan Balakrishnan & Abdullah Baabdullah & Ronnie Das, 2023. "Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design," Post-Print hal-04533557, HAL.
  91. Aubel Martin & Pikturniene Indre & Joye Yannick, 2022. "Risk Perception and Risk Behavior in Response to Service Robot Anthropomorphism in Banking," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 26-42, June.
  92. Wenjia Li & Huangyi Ding & Jingjing Gui & Qinghe Tang, 2024. "Patient acceptance of medical service robots in the medical intelligence era: an empirical study based on an extended AI device use acceptance model," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
  93. Flavián, Carlos & Belk, Russell W. & Belanche, Daniel & Casaló, Luis V., 2024. "Automated social presence in AI: Avoiding consumer psychological tensions to improve service value," Journal of Business Research, Elsevier, vol. 175(C).
  94. Chong, Terrence & Yu, Ting & Keeling, Debbie Isobel & de Ruyter, Ko, 2021. "AI-chatbots on the services frontline addressing the challenges and opportunities of agency," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  95. Aw, Eugene Cheng-Xi & Tan, Garry Wei-Han & Cham, Tat-Huei & Raman, Ramakrishnan & Ooi, Keng-Boon, 2022. "Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
  96. Zhu, Tengteng & Lin, Zhibin & Liu, Xin, 2023. "The future is now? Consumers' paradoxical expectations of human-like service robots," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
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