ISSUE
24 DEC 2023
Research INSIGHT Appearance of Artificial Agents:
Reassurance or Risk Perception?
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Research INSIGHT
Appearance of Artificial Agents: Reassurance or Risk Perception?
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NEWS HKBU School of Business Awarded “China’s Top 10 Featured Business Schools” BBA Team Crowned Championships in AI x HK OpenCup 2023 and Start-up Saturday
10 Research
EXCELLENCE
11 Upcoming
EVENTS
Research Espresso / DEC 2023
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Research INSIGHT Appearance of Artificial Agents:
Reassurance or Risk Perception?
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Research Insight
Li, X., Kim, S., Chan, K. W., & McGill, A. (2023). Detrimental effects of anthropomorphism on the perceived physical safety of artificial agents in dangerous situations. International Journal of Research in Marketing, 40(4), 841-864.
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RESEARC INSIGHT
Research Espresso / DEC 2023
A
s the artificial intelligence era is unfolding, we are increasingly forced to interact with embodied artificial agents (i.e., robots). Unlike chatbots which remain confined to our screens, robots often take physical forms that mimic human beings. But while we may accept a human-looking robot welcoming us at a hotel’s front desk, can we have the same level of comfort with one used for fire rescue or surgical procedures? Not so fast, concludes a new paper at it may still be some time before we trust a semiconductor-powered contraction that looks like us to come to our help in dangerous situations. Numerous robotics companies have endowed artificial agents designed for high-risk scenarios with humanlike attributes, such as arming rescue robots with two legs and a somewhat human appearance. Rooted in the belief that artificial agents bearing human-like features may garner a more favorable reception from users, this approach also appears justified by research demonstrating that we tend to respond positively to artificial agents that exhibit signs of intelligence or empathy. While such soft skills undeniably matter for machines tasked with addressing customer complaints, one must ask whether non-human attributes linked to robustness, strength, and durability such as using chenille wheels instead of human-looking legs for a rescue robot might not come handier in times of crisis.
diverse demographic groups – including Hong Kong undergraduate students, residents from the United States and the United Kingdom, as well as parents in China – and various artificial agents such as self-driving vehicles, home security robots, and rescue robots.
After conducting a series of experiments involving numerous participants recruited on Prolific, MTurk, as well as actual consumers, the researchers reached a clear conclusion: in hazardous circumstances, individuals tend to view artificial agents with humanlike appearances as physically less reassuring than those without such features. This observation held true across
The study’s insights have significant implications for businesses. Firstly, firms should be careful when incorporating humanlike features into artificial agents since these – however cute they might seem – may end up projecting an image of weakness, especially for risk-conscious consumers. Meanwhile, if a firm’s existing artificial agents already possess humanlike
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Research Insight
features, its marketing team should seek to downplay the likelihood of dangerous scenarios in advertisements, emphasizing instead aspects unrelated to risk, like how smooth a drive is in the case of self-driving vehicle ads (Interestingly, giving an aggressive “face” to a self-driven car was perceived positively by participants assessing a car’s safety versus another vehicle adorned with a friendly face). Finally, the negative impact of these human-like physical attributes may be mitigated by directing consumer attention towards the cognitive and socio-emotional skills of their robots. Thus, highlighting an artificial agent’s ability to adapt to changing threats or foster trust in vulnerable patients can help alleviate safety concerns. While technology goes forward at lighting speed, it seems that humanity’s instincts are set to change slower, so that when faced with danger, we still feel prefer to be rescued by a car-shaped Transformer instead of one made to resemble Hello Kitty. Marketers beware!
Prof. Kimmy CHAN
Dr. Shirley LI
Professor Department of Management, Marketing and Information Systems
Assistant Professor Department of Management, Marketing and Information Systems
Research Espresso / DEC 2023
8
NEWS HKBU School of Business
Awarded “China’s Top 10 Featured Business Schools” The HKBU School of Business was awarded “China’s Top 10 Featured Business Schools” by the MBA Union of China at the 15th China MBA Annual Conference and 2023 Business School Annual Ceremony. Established in 2006, the Union consists of 278 business schools in the country. The award recognises the School’s outstanding performance in education, research, and social services. Dr. Monique Shui-Ki WAN, Associate Dean of the School of Business and Director of the MBA and MSc Business Management (MScBM) programmes, also clinched the “Outstanding Business School Leader Award”. As she remarks, “The School has been at the forefront of global business education, with a curriculum always keeping pace with the times. In the years to come, the programme will incorporate more elements of ESG and artificial intelligence to equip students to thrive in the modern business landscape.” Mr. FAN Jiaqi, a 2014 MBA graduate and Co-Chairman of the Sixth Hong Kong Baptist University Alumni Association, nominated the School for the award. Mr. FAN expressed gratitude for his alma mater for offering the programme and diverse activities that have significantly expanded his career vision and transformed his business mindset. These experiences have laid a solid foundation for his professional growth and development. HKBU School of Business is tripleaccredited by the three largest and most influential business school accreditation associations: AACSB, EQUIS, and AMBA. Its MScBM programme has achieved a top 100 global ranking in the 2023 Financial Times Masters in Management. Congratulations to the School of Business for receiving this honour.
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NEWS
BBA Team Crowned Championships in AI x HK OpenCup 2023 and Start-up Saturday A team composed of students from Hong Kong Baptist University (HKBU) and the University of Hong Kong (HKU) won Championships in two competitions on 25 November 2023, namely the AI x HK OpenCup 2023 and Start-up Saturday. The team, “ZionDynamics”, consisted of JIANG Junhang (Year 2, BBA Information Systems and Business Intelligence), ZHENG Junnan (Year 2, BBA Finance), ZHOU Yubo (Year 3, BCDA), and other students from HKBU and HKU. ZionDynamics developed “JOI”, a smart sensor that detect and analyse plant growth needs, ranging from environmental factors to biological information. The sensor promotes a green environment and helps the users to relieve emotions. ZionDynamics stood out from the other 15 finalist teams and won the championship with a cash prize of HKD30,000. The team also received the “Best Innovation Award” for their outstanding performance. The AI x HK OpenCup 2023 was co-hosted by the Hong Kong Society of Artificial Intelligence and Robotics (HKSAIR) and the Department of Computer Science, HKBU. This year, 94 team applications of over 370 students from Secondary and Tertiary categories were received. The competition served as a platform for students to present innovative solutions, address global challenges and generate new value for the community. Following the success in AI x HK OpenCup 2023, ZionDynamics maintained their impressive winning streak at the Start-up Saturday. The team won another Championship and an additional seed fund of HKD30,000. Organised by the Career Centre, HKBU, the theme of Start-up Saturday features “Smart Cities and Sustainability”, the competition presented students with a gateway to the world of entrepreneurship. It offered diverse support such as startup consultation, seed funding, mentoring, and various start-up incubation opportunities. It also enabled participants to refine their business ideas and foster connections with like-minded individuals. It served as a catalyst for students to explore their entrepreneurial aspirations and engage with a supportive ecosystem.
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Research Espresso / DEC 2023
Research EXCELLENCE
Prof. Kimmy CHAN
Dr. Yunhui HUANG
Department of Management, Marketing & Information Systems
Department of Management, Marketing & Information Systems
Techno-Service-Profit Chain: The Impacts of IoTEnabled Algorithmic Customer Service Systems from an Interdisciplinary Perspective
Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products
MIS Quarterly
Journal of Consumer Research
http://bit.ly/3txJwXF
http://doi.org/10.1093/jcr/ucad045
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Upcoming Events
Upcoming EVENTS Date
Speaker
Topic
Accountancy, Economics & Finance 22 Mar 2024
Prof. Chen ZHAO
14:00 -15:30
University of Hong Kong
WLB 602
Logic-Based Updating
Centre for Business Analytics and the Digital Economy 20 Mar 2024 16:00 -17:30
Prof. Péter ESÖ
Zoom
University of Oxford
Evidence Disclosure in Competitive Markets
Joint with Kyoto, NTU, Osaka, and Sinica
27 Mar 2024 16:00 -17:30
Prof. Jamus Jerome LIM
Zoom
ESSEC Business School
Joint with CEIBS, NTU, and NUS
Institutional Development, Capital Accumulation, and the Emergence of Civilizations
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The Research Espresso, a bimonthly e-publication covering everything you need to know about the latest research developments at the HKBU School of Business, focuses on four key areas: Research Insights (the main research topic of the month), Research Excellence (recognition of faculty members’ research achievements), News (research-related updates), and Seminars (sharing research skills and knowledge). The idea is to provide business practitioners with the most recent research findings from the School‘s faculty. We want to build links between research and practice and to ensure that the School's research has business and societal impact. Enjoy reading, and your feedback and input are always welcome!