Autonomous Items Like Robotic Vacuum Cleaners: Convenience or Loss of Meaningful Experiences?
A recent article in the Journal of Marketing, co-authored by researchers from the University of St. Gallen and Columbia Business School, explores how people’s perception of the significance of manual work can serve as a predictor for the acceptance and utilization of autonomous products.
Exploring the Delegation of Manual Tasks to Autonomous Products
The forthcoming study in the Journal of Marketing, authored by Emanuel de Bellis, Gita Venkataramani Johar, and Nicola Poletti, delves into the delegation of manual tasks to autonomous products, such as cleaning and lawn mowing, by consumers. While these products offer convenience and efficiency by eliminating the need for human intervention in mundane chores, there is anecdotal evidence suggesting that individuals derive a sense of satisfaction from completing such household tasks. This research sheds light on the idea that autonomous products, like robot vacuums and cooking machines, may deprive consumers of meaningful experiences.
According to the study, despite the undeniable advantages of increased efficiency and convenience, autonomous products strip away a significant source of meaning in people’s lives. Consequently, consumers exhibit hesitancy towards purchasing these products. The researchers argue that manual labor plays a vital role in shaping the meaning of life, aligning with previous studies that highlight the value of everyday tasks. While these chores may not directly contribute to happiness, they contribute to the overall sense of purpose and significance in life.
According to De Bellis, the findings of our research reveal that the concept of the “meaning of manual labor” influences consumers to decline the adoption of autonomous products. For instance, these consumers exhibit a more negative attitude towards autonomous products and are more inclined to perceive the disadvantages of such products outweighing their advantages.”
Emphasizing the ability to save time for other significant activities
Autonomous products, on one hand, assume the responsibilities of consumers, resulting in a decrease in manual labor and, consequently, a reduced ability to find meaning in those tasks. On the other hand, these products offer consumers the opportunity to allocate their time towards other potentially more meaningful tasks and pursuits.
The researchers propose that companies should draw attention to alternative avenues for finding meaning in life, beyond manual tasks, in order to alleviate consumers’ reliance on deriving meaning solely from such tasks. By highlighting other sources of significance, such as family or hobbies, during the decision-making process of adopting autonomous products, the negative impact on the acceptance of these products can be counteracted. Johar suggests that companies should focus on highlighting alternative avenues for finding meaning in life, reducing consumers’ dependence on deriving significance mainly from manual tasks. By highlighting other sources of meaning, such as family or hobbies, at the time of the adoption decision, it can offset the negative effect on the adoption of autonomous products.”
Indeed, one of the key advantages offered by many of these technologies is the time they save. As an example, iRobot asserts that its Roomba robot vacuum cleaner can potentially save users as much as 110 hours of cleaning time annually. Some companies take it a step further by suggesting how consumers can utilize the freed-up time.
Vorwerk’s Approach to Promoting the Thermomix Cooking Machine
As an illustration, Vorwerk, a German company specializing in home appliances, promotes its Thermomix cooking machine by highlighting the idea of “more family time” and emphasizes that the Thermomix handles the tasks, allowing individuals to allocate time for what truly matters matters most.” Rather than solely focusing on the quality of completing a task (such as cooking a delicious meal), the company highlights that consumers can allocate their time to other activities that are arguably more meaningful.
This study highlights the significance of the perceived meaning of manual labor (MML), a concept introduced by the researchers, in predicting the adoption of autonomous products. Poletti explains, “Consumers with a high MML tend to resist delegating manual tasks to autonomous products, regardless of whether these tasks are integral to one’s identity or not. Marketers can begin by categorizing consumers into high and low MML segments.”
A Simpler Approach to Evaluating the Meaning of Manual Labor
In contrast to other personality variables that necessitate intricate psychometric scales for accurate assessment, the level of consumers’ MML (meaning of manual labor) can be gauged through straightforward observation of their behavioral traits. This could include factors such as whether consumers prefer to do the dishes by hand, their preference for manual car transmissions, or the types of activities and hobbies they engage in.
Activities like woodworking, cooking, painting, and fishing are potential indicators of high MML. Likewise, companies can assess consumer interest in particular activities and hobbies that involve manual labor by evaluating the number of likes or engagement on social media platforms. Additionally, practitioners can ask consumers to rate the level of meaning they attribute to manual versus cognitive tasks. By segmenting consumers based on their MML, marketers can better target their messages and efforts.
In promotional activities, companies can highlight the meaningful time that consumers gain through the use of autonomous products (e.g., “this product enables you to dedicate your time to more meaningful tasks and pursuits than cleaning“). Implementing such measures can mitigate the adverse influence of the significance attributed to manual labor on the acceptance of autonomous products.
Read the original article on: Phys Org
