Instructive Interaction for Redirection of Customer Attention from Robot to Service

Social robotics recommendations have been studied for a long time, and many existing studies have addressed in-store recommendations using robots. However, it has been pointed out that many studies conducted in "in-the-wild" field environments have only focused on the initial stages of customer purchase behavior, such as stopping and engaging in a conversation, and few have been able to induce an interest in the product and even purchase. One of the causes is that the robot itself attracts most of the customer’s attention, making it difficult for customers to be interested in the robot’s recommendations. To solve this problem, this study examines the inclusion of clear and specific instructions to customers in interactions in which the robot recommends services and products. We conducted a field experiment to confirm the effectiveness of such instructive interactions, and found that customers are more likely to be interested in the content recommended by the robot, rather than in the robot itself, through the instructive interaction.