"There is this so-called Ikea effect, with consumer behavior research supporting the notion that when people assemble the products themselves, they feel a great sense of accomplishment and they see themselves reflected in the products they helped to build," says S. Shyam Sundar. (Credit: Dominique/Flickr)

consumers

Do we love robots more if assembly is required?

Robot makers may want to follow Ikea’s strategy for customer satisfaction and give people a chance to partially assemble their new robots.

Just like the way fans of the Swedish furniture manufacturer derive a sense of fulfillment when they help assemble their own furnishings, people who took part in a study on robot assembly tended to feel more positive about the machines if they had a hand in making them—but only if the instructions and steps weren’t too aggravating.

“There is this so-called Ikea effect, with consumer behavior research supporting the notion that when people assemble the products themselves, they feel a great sense of accomplishment and they see themselves reflected in the products they helped to build,” says S. Shyam Sundar, professor of communications at Penn State.

“We guessed that if you find that effect in objects like furniture, you would find that effect in interactive media and especially robots.”

[Tool lets beginners design and print walking robots]

The participants who helped assemble their own robots were not only more likely to have higher sense of accomplishment, but also a higher sense of ownership. Those who experienced too much difficulty assembling or programming their robots—perceived process costs—lowered their ratings of the robot, as well as the interaction with the device.

“The manufacturer should give the customer a sense of ownership and a sense of accomplishment, but without making the process feel too painful because if the perceived process costs are too great, robot evaluation is going to suffer,” Sundar says.

Manufacturers may want to target positive factors while minimizing the negative effects of self-assembly when they design and market robots, especially in a market that is generally wary of using them. Further, ongoing customization of robots might reinforce the owners’ initial positive feelings.

“One design implication in our findings is that robots should be customizable by individual users and the customization should go beyond the assembly stage,” Sundar says. “While self-assembly can provide an initial sense of accomplishment, the sense of ownership can be sustained with tailoring options that users can continue to tinker with, long after the initial set up.”

[Would you trust a robot to save you? These people did]

The researchers, who presented their findings at the Human-Robot Interaction conference in Christchurch, New Zealand, say participants tend to have a higher sense of accomplishment and rank robots higher when they’re task-oriented, rather than interaction-oriented.

“A task-oriented robot would be used for simple services, such as greeting visitors at museums or restaurants, while an interaction-oriented robot is more than likely used for entertainment processes, such as playing music or videos,” Sundar says.

For the study, researchers recruited 80 undergraduate students who were randomly assigned to test the study’s four conditions. Half of the participants were told to expect a task-oriented robot, while the other half was assigned to the interaction-oriented condition.

In the self-assembly condition, participants were required to make several hardware and software modifications to a tabletop robot, including adding a battery and setting up the programming software. In the control condition, a researcher demonstrated the set-up process for the robot. After the set up, all participants interacted with the robot for 5 to 10 minutes as they got the robot to utter greetings and perform a dance.

Source: Penn State

Related Articles