Paradox in the making: toward a theory of utility maximization in human-commercial robot interactions

Abstract

Purpose

This article aims to develop a new theory that can better explain and predict how and when humans interact with commercial robots. To this end, utility maximization theory (UMT) along with four principles and propositions that may guide how human-to-commercial robot interactions are developed.

Design/methodology/approach

This article conceptualizes UMT by drawing from social exchange, conservation of resources, and technology-driven theories.

Findings

This article proposes UMT, which consists of four guiding principles and propositions. First, it is proposed that the human must invest sufficient resources to initiate a human-to-commercial robot interaction. Second, the human forms an expectation of utility gain maximization once a human-to-commercial robot interaction is initiated. Third, the human severs a human-to-commercial robot interaction if the human is unable to witness maximum utility gain upon the interaction. Finally, once the human severs a human-to-commercial robot interaction, the human seeks to reinvest sufficient resources in another human-to-commercial robot interaction with the same expectation of utility maximization.

Originality/value

This article is one of the few studies that offers a theoretical foundation for understanding the interactions between humans and commercial robots. Additionally, this article provides several managerial implications for managing effective human-to-commercial robot interactions.

Citation

Chou, S.Y., Barron, K. and Ramser, C. (2023), "Paradox in the making: toward a theory of utility maximization in human-commercial robot interactions", Journal of Organizational Change Management, Vol. 36 No. 7, pp. 1144-1162. https://doi.org/10.1108/JOCM-08-2022-0243