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Keywords: Task type
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Journal Articles
Beyond monochrome: how color temperature and task type influence consumer responses to service robots
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–17.
Published: 16 September 2025
...Suji Hong; Jeyoung Son Purpose This study investigates how the color temperature (warm vs cool) of service robots interacts with task type (hedonic vs utilitarian) to influence consumer expectations of service quality and intentions to use. While monochrome (particularly white) robot designs aim...
