Individual Assessment of Humanlike Consumer Robots: An Extended Tam with Aesthetics

Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Emphasizing the aesthetic attributes of a technological product as a means of appealing to customers' mental and emotional needs has become more common place (c.f. Yoshimura and Yanagi 2001). Extant research in marketing, psychology and the IT literature have focused on understanding issues related to the attitude of the consumer toward the objective attributes/utilitarian value of information technology (e.g., Davis, Baggozzi and Warshaw 1989). For example, the technology accceptance model (TAM) has been widely used in examining users' acceptance of the utilitarian aspects or objective attributes of emails and graphics software systems (e.g., Davis 1989).


United States Technological Product Objective Attribute Product Life Cycle Extant Research 
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  1. 1.SpringfieldUSA

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