Schlagwort: Acceptance

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Would you trust me?  I´m created – The use of virtual influencers in the cosmetic industry

The ongoing digitalization has not only transformed consumer behavior but also revolutionized how companies target their audiences. Particularly in the cosmetic industry, influencer marketing has become increasingly relevant. A novel development in this area is the rise of virtual influencers (VI), created using computer-generated imagery (CGI). In her master’s thesis, Julia Mergel, a student of our business psychology program, explores the effects of the visual human-likeness of VI on their perceived credibility in the cosmetic industry. The study identifies key factors for successful collaborations between companies and VI.

Research goal

The goal of this research was to understand how the visual human-likeness of VI affects their credibility ratings. The focus on credibility is especially relevant for virtual influencer, because – unlike human influencers – they are not independent entities and every post by them is usually created by a marketing team in the background. The study focuses on the cosmetic industry, where credibility plays a crucial role in consumer purchase decisions. Specifically, the research investigates whether different degrees of human-likeness in VI affect three critical factors influencing credibility: attractiveness, trustworthiness, and expertise. These three factors are related to each other in an interdependent relationship, collectively creating the perception of credibility of news senders (Ohanian, 1990).

Research overview

VI are CGI-created characters that actively participate in social media and are increasingly used for marketing purposes. Their application is particularly noticeable in the fashion and cosmetic industries. However, up to now the majority of studies on influencer marketing has primarily concentrated on human influencers (Why are influencers perceived as credible by social media users? – Innovation Acceptance Lab), with few focusing on virtual influencers and even fewer examining the effect of visual human-likeness on VI credibility.

The participants in the study were exposed to four different influencers: three VI with varying degrees of human-likeness and one human influencer. The study employed a within-subjects design where each participant viewed all influencers with a different post on a cosmetics product in a randomized order. The VI ranged from highly animated, cartoonish depictions to almost photorealistic, human-like virtual influencers. Participants were then asked to rate the credibility of each influencer and, in addition, to evaluate the three factors underlying credibility: attractiveness, trustworthiness, and expertise, which were later used as mediators in the analysis.

The study was run as an online experiment involving 119 female Instagram users, all of whom followed influencers.

Main findings

The study revealed that visual human-likeness significantly influences the perception of credibility. It was found that greater human-likeness had a positive impact on credibility ratings up to a certain point: No significant difference in perceived credibility was found between the most human-like VI and the human influencer.

The degree of human-likeness also had an effect on the underlying credibility factors:

  • Trustworthiness: A higher degree of human-likeness had a significant positive influence on trustworthiness of the VI.  
  • Attractiveness: A higher degree of human-likeness also increased the perceived attractiveness of the VI. Attractiveness plays a central role in credibility evaluations of influencers, as this trait fosters trust among consumers, making the VI appear less „uncanny“ or artificial (Choudhry et al., 2022).
  • Expertise: The perceived expertise of VI also increased with greater human-likeness. Participants perceived human-like VI as more competent compared to highly animated ones.

The parallel mediation analysis confirmed that all three factors influencing credibility—attractiveness, trustworthiness, and expertise—served as mediators. Overall, 72.5% of the total variance in credibility ratings was explained after including these mediators (p < .001). Trustworthiness, in particular, had the strongest effect on credibility assessments.

Scepticism toward influencer marketing

Despite the clear trends, the overall findings showed that none of the four influencers (including the human influencer!) received particularly high credibility ratings. On a seven-point scale, the highest mean score was lower than the “neutral” middle point (M = 3.71, SD = 1.32). This aligns with a survey by a digital market research institute, which found that advertising with human influencers is not necessarily perceived as more credible than traditional advertising (nextMedia. Hamburg, 2022). Thus, there may be other reasons, why influencers are so successful at the moment.

In an additional exploratory survey, reasons for and against following VI accounts were examined. Five respondents mentioned following VI out of entertainment, content interest, or curiosity. On the other hand, there were 90 negative responses. The most common reasons were that VI were seen as unrealistic, inauthentic, incapable of real experiences, and thus perceived as untrustworthy. Additionally, some found VI impersonal, and at times, even eerie or threatening. However, these descriptive results are likely influenced by the fact that VI aren’t as popular in Germany as in some American or Asian countries (Ströer Blog, 2023).

Implications

For the cosmetic industry, particularly in advertising on platforms like Instagram, companies and developers of VI should consider the following key factors to enhance the credibility of their marketing campaigns.

  1. Visual human-likeness: Companies should opt for VI with high visual human-likeness to increase credibility and avoid consumer discomfort.
  2. Factors influencing credibility: Companies should prioritize VI that are perceived as trustworthy, competent, and attractive to boost source credibility. Trustworthiness has the greatest impact on credibility, so particular attention should be paid to this factor.
  3. Product categories: Products such as nail polish or lipstick, which enhance aesthetic appeal, are better suited for VI advertising than products intended to correct human flaws.

Conclusion

While there remains scepticism surrounding VI, they are increasingly gaining importance in marketing, especially in the cosmetic industry. Our study shows that greater visual human-likeness positively influences the perception of attractiveness, trustworthiness, and expertise—key factors influencing credibility. Companies should leverage these insights to tailor their marketing strategies around VI and maximize the benefits of this innovative technology.

References

Choudhry, A., Han, J., Xu, X. & Huang, Y. (2022). „I Felt a Little Crazy Following a ‚Doll'“: Investigating Real Influence of Virtual Influencers on Their Followers. Proceedings of the ACM on Human-Computer Interaction, 6(GROUP), 1–28. https://doi.org/10.1145/3492862

NextMedia.Hamburg (Hrsg.). (2022). Authentisch, aber bitte unpolitisch? So standen die Befragten zu Influencer*innen. Verfügbar unter: https://www.nextmedia-hamburg.de/umfrage-zu-influencerinnen-lieberauthentisch-und-unpolitisch

Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers‘ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

 

 

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Human or Machine? The influence of increasing human-likeness in AI tools on user acceptance: A comparative study in the context of Conversational Commerce

Digital sales consultation through AI-driven dialogue systems is increasingly shaping interactions between companies and customers. A central trend in this context is Conversational Commerce, where AI-based systems provide personalized product recommendations and advice in online shopping. With advancing technological development, these systems are becoming ever more human-like – from text-based chatbots to voice assistants that communicate naturally, and finally to AI avatars whose appearance and behavior are sometimes barely distinguishable from real people.
But how does this increasing human-likeness affect user perception and acceptance? This question was at the heart of the bachelor’s thesis by Lara-Maria Kraft, which examined the influence of different AI representations – chatbot, voice assistant, and AI avatar – on users’ willingness to use such systems within the framework of Conversational Commerce.

Research Objective

The aim of the study was to examine whether a higher degree of human-likeness – that is, moving from a text-based chatbot to a voice assistant and ultimately to an AI avatar – increases users’ willingness to use these systems. In addition, the study analyzed whether this relationship is mediated by perceived human-likeness (anthropomorphism) and moderated by potential discomfort as described by the Uncanny Valley effect.
The findings aim to help companies in digital commerce design AI-based tools that foster high user acceptance and thereby contribute to long-term commercial success in Conversational Commerce.

Method

The research was conducted as an experimental online study with 176 participants. Subjects were randomly assigned to one of three interaction formats differing in their level of human-likeness:

  1. Chatbot – text-based interaction
  2. Voice Assistant – auditory communication
  3. AI Avatar – audiovisual representation

All groups were shown an identical video scenario simulating an AI-based product consultation in an online store. Using the example of choosing a running shoe, participants were guided through the consultation process by a virtual assistant. Afterwards, they evaluated their perception of anthropomorphism (the attribution of human qualities), their feeling of eeriness in line with the Uncanny Valley concept, and their willingness to use the presented AI system.

Key Findings

The results revealed a generally high willingness to use AI-based consultation systems in the context of Conversational Commerce – regardless of their specific form. Contrary to expectations, the degree of human-likeness had no significant impact on usage intention; no differences were found between chatbot, voice assistant, and AI avatar conditions.

Likewise, neither the mediating role of anthropomorphism nor the moderating effect of eeriness (as explained by the Uncanny Valley effect) were empirically supported. However, a clear positive relationship emerged between perceived anthropomorphism and willingness to use: the more human-like a system was perceived to be, the greater participants’ readiness to interact with it. Thus, anthropomorphism, understood as the subjective attribution of human qualities, proved to be a central factor influencing user perception and acceptance of AI tools – independent of their visual or technical design.

Practical Implications

Based on the empirical results, several practical recommendations can be derived for the design of AI-driven systems in Conversational Commerce. The findings show that users generally display a high openness to interaction with AI systems, regardless of their external form. This overall acceptance can serve as a strategic impulse for companies to systematically integrate AI-based consultation tools into digital shopping processes.

Especially in e-commerce, where personal consultation is often lacking, such systems can enhance the customer experience by supporting users throughout the information, selection, and decision-making phases. However, companies should not primarily invest in costly or hyper-realistic avatars. Instead, the focus should be on creating a natural, empathetic, and user-oriented communication style that builds trust and conveys social closeness – factors that are far more decisive for acceptance than purely visual human-likeness.

Conclusion

This study explored the influence of increasing human-likeness in AI-based systems on user acceptance within the field of Conversational Commerce. Contrary to expectations, the degree of human-likeness – whether chatbot, voice assistant, or AI avatar – did not significantly affect users’ willingness to engage. What truly matters is how human-like the system is perceived.

Perceived anthropomorphism emerged as a key factor: the more human qualities users attributed to a system, the greater their willingness to use it – independent of its actual design. However, this perception is not necessarily triggered by more human-like visual appearance alone.

Future research should therefore focus on identifying the specific factors and interaction elements that foster anthropomorphism in AI systems – and explore how these can be strategically employed to further enhance user acceptance and experience.

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Innovation in Tune: An empirical investigation of user acceptance of artificial intelligence-generated music

This study explores how anthropomorphic factors influence the acceptance of AI-generated singing. By building upon classical acceptance models like TAM and UTAUT2, we incorporate concepts such as animacy, humanlike fit, and perceived sociability. Utilizing a quantitative survey with 310 participants and analyzing the data through PLS-SEM, the study finds that animacy and humanlike fit are significant predictors of likeability, which then positively influences the intention to use AI-generated singing. Word of mouth (WoM) and curiosity also emerge as critical drivers of acceptance.

The study suggests that listeners primarily respond to the expressive qualities of AI singing (animacy and humanlike fit), while perceived sociability remains largely irrelevant. This highlights a limitation of classical acceptance models, which do not account for the anthropomorphic appeal of AI-generated creative content. Future research should address these factors, especially as AI continues to advance in creative domains.

Full citation:

Bagratuni, M., Müller, P., & Planing, P. (2025). Innovation in tune: An empirical investigation of user acceptance of artificial intelligence-generated music. Computers in Human Behavior Reports, 18, Article 100660. https://doi.org/10.1016/j.chbr.2025.100660

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Immersion and Technology Adoption: A Crucial Link

Our latest research on the impact of Immersion on technology acceptance is published in the renowed journal Transportation Research Interdisciplinary Perspectives and can be accessed free of charge here.

Key Findings

1. VR Dominates Immersion Quality

Among the three media conditions, VR emerged as the most immersive format. Participants using VR reported a significantly higher sense of presence and engagement compared to those exposed to videos or photos. This heightened immersion translated into richer emotional and cognitive responses, showcasing VR’s potential to create powerful, near-real experiences of using air taxis.

2. Immersion Does Not Equate to Immediate Adoption

Surprisingly, despite VR’s superior immersion quality, the study found no significant differences in participants‘ intention to use air taxis across the three media formats. While VR enhanced emotional engagement, it did not directly translate into higher immediate adoption intentions. This highlights the complexity of the decision-making process and suggests that factors beyond immersion—such as cost, safety, and accessibility—may play a more prominent role in shaping long-term acceptance.

3. Multifaceted Decision-Making in VR

VR’s impact extended beyond basic adoption intentions. Participants in the VR condition considered a broader array of factors, including reliability and social influence, when evaluating air taxis. This suggests that VR experiences prompt users to engage in more comprehensive and nuanced decision-making processes, balancing both emotional and utilitarian considerations. For instance, VR users were more likely to assess air taxis‘ reliability, reflecting their ability to visualize safety features and operational scenarios in greater detail.

Implications for Industry and Policymakers

Enhancing Engagement Through Immersion

For companies and policymakers promoting air taxis, the findings underscore the importance of immersive technologies. VR can bridge the gap between abstract concepts and tangible experiences, allowing users to virtually „test“ air taxis before they become a reality. This approach can help address common concerns, such as safety and reliability, while building emotional connections with the technology.

Strategic Media Choices

While VR offers unparalleled immersion, the study also highlights the cost-effectiveness of using less immersive media like photos or videos in certain contexts. For example, initial awareness campaigns may benefit from these formats, which are easier and cheaper to produce, while VR can be reserved for targeted initiatives aimed at deepening user engagement and addressing specific adoption barriers.

Addressing Broader Acceptance Factors

The lack of significant differences in adoption intention across media formats suggests that technological acceptance hinges on more than just immersive experiences. Policymakers and developers must address critical factors such as affordability, accessibility, and environmental impact to foster widespread adoption. Immersive technologies should complement these efforts, providing users with a holistic understanding of air taxis’ benefits and addressing potential concerns.

The Power of VR in Shaping Perceptions

One of VR’s unique strengths lies in its ability to evoke emotional responses. By simulating realistic scenarios, VR can make futuristic technologies feel tangible and relatable. For air taxis, this means giving users a sense of what it’s like to soar above cityscapes, experience smooth takeoffs and landings, and visualize safety protocols in action. These experiences not only build excitement but also help demystify the technology, reducing apprehension and fostering trust.

Limitations and Future Directions

While the study provides valuable insights, it also acknowledges certain limitations. The sample consisted primarily of university students, limiting the generalizability of the findings. Future research should involve more diverse demographics to capture a broader range of perspectives. Additionally, the study focused on three specific media formats; exploring other immersive technologies, such as augmented reality or interactive demonstrations, could provide a more comprehensive understanding of how media influences technology acceptance.

Conclusion

The adoption of innovative technologies like air taxis depends on a delicate balance of emotional and rational factors. While immersive media formats like VR hold immense potential to enhance engagement and address user concerns, they are not a standalone solution. Industry stakeholders must take a multifaceted approach, combining immersive experiences with practical considerations like cost and accessibility. By leveraging the unique strengths of VR and addressing broader acceptance factors, we can pave the way for a future where air taxis become a seamless part of urban mobility.

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Artificial intelligence in a leadership context – acceptance of the use of robots in leadership positions

The development of artificial intelligence (AI) is changing the working environment. For example, artificial intelligence systems are increasingly applied in the field of employee leadership. Hereby AI can take over routine tasks or provide data-based decision support in employee-related processes. Advancements in robotics, coupled with AI technologies, also enable the construction of social robots. These kinds of robots can interact with their environment and thus theoretically offer the possibility of taking over leadership tasks completely. The successful use of social robots depends on employees’ acceptance of robot supervisors. Therefore, Lilly Mühlbauer, a student of our business psychology program, has conducted a quantitative online survey to gain insights into the acceptance of robots in leadership positions, as part of her bachelors’ thesis. In this context, the influence of the leadership entity (human vs. robot) as well as the impact of the leadership style (transactional vs. transformational) was examined.

Research Overview

The data collection was conducted in November 2023 through a quantitative online experiment using the platform Unipark. Participants were asked to imagine applying for a new job. Therefore, only individuals for whom this scenario realistically reflected their life stage were included. Accordingly, students and retirees were excluded by a filter question at the beginning of the survey.
Participants were initially assigned to the following four groups: G1 (human x transactional leadership style), G2 (human x transformational leadership style), G3 (robot x transactional leadership style), G4 (robot x transformational leadership style).
The central element of the questionnaire was a fictional scenario. For this purpose, images depicting the manager in conversation with an employee were generated in Midjourney. Except for the manager, the pictures were created identically, with no variations in body posture for the different leadership styles. To operationalize the two leadership styles, an excerpt of the conversation between the manager and the employee was presented, consisting of a short monologue by the manager.
The analysis included a total number of 162 participants, with an average age of 23 years.

Main findings of the survey

    • Results indicated a significant difference in the acceptance between the two leadership entities (human vs. robot). The human manager received significantly higher acceptance ratings compared to the robot manager.
    • Results indicated a significant difference in the acceptance between the two leadership styles (transactional vs. transformational). The transformational leadership style led to a greater acceptance of managers.
    • The acceptance of the human manager and the robot manager is not dependent on the presented leadership style.
    • No significant correlation was found between prior knowledge about AI programs or AI-assisted robots and the acceptance of a robot manager. It should be noted that this analysis was based solely on the participants’ self-assessment of their own knowledge.
    • A positive correlation between the experience with AI programs or AI-assisted robots and the acceptance of a robot manager was found. It’s important to consider this result with the caveat that the responses are based on consciously perceived experiences of the participants, and individuals may encounter AI programs in their daily lives more frequently than they are actually aware of.
    • Additionally, results indicated that leadership entity and leadership style not only influence acceptance but also impact the organizational attractiveness of a company.

Conclusion

Overall, the data suggest that a human manager is significantly more accepted compared to a robot manager. Therefore, it can be stated, that employees currently demonstrate no clear willingness to work under the leadership of a robot. In addition, the expected difference in the acceptance rating in relation to the leadership style presented could be measured. Thus, the transformational leadership style scored higher than the transactional leadership style, consequently leading to greater acceptance of the manager. No interaction between the two factors, leadership entity and leadership style, could be observed. This implies that they independently influence the acceptance evaluation. As a result of high practical relevance, it can be stated that the robot manager achieved significantly lower values regarding organizational attractiveness compared to the human manager.
Accordingly, the deployment of a robot leader appears to have a negative impact on the organizational attractiveness of a company. This study contributes to the research field of human-robot interaction and provides statistically significant findings on the acceptance of robots in management positions.

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Why Emotions matter in Technology Acceptance: Insights from Extended Reality

When reviewing previous studies of technology acceptance, it becomes apparent that one crucial aspect has often been overlooked, namely the role of emotions (Kulviwat, Bruner II, Kumar, Nasco & Clark, 2007; Valor, Antonetti & Crisafulli, 2022). Most models used in acceptance research primarily emphasize rational or cognitive factors. But humans don’t make decisions purely based on rational considerations (Bechara & Damasio, 2005; Damasio, 1994). Therefore, when discussing technology acceptance, shouldn’t emotional factors, such as the joy of using a technology or the fear associated with it, be considered as well? Cognitive models alone do not represent the entirety of the components that have an influence on acceptance (Beaudry & Pinsonneault, 2010). Recognizing the role of emotions is vital, especially in times of digital transformation, which entails numerous changes (Kuckelkorn, 2019).

This is especially true for immersive technologies like Extended Reality (XR), as they have a particularly high potential for emotional impact. Through visual, acoustic and haptic stimuli and, especially, real-time feedback to user actions, XR creates a sense of presence in a virtual world (Riva et al., 2007). By increasingly merging virtuality and reality, the way we live, work and interact has changed fundamentally (Singh, Singh, Verma & Prabha, 2023). Understanding the emotional dynamics in the acceptance process offers the opportunity to increase the acceptance of XR by addressing emotions appropriately through marketing and the development of XR technologies.

Research goal

The objective of the study, conducted by Jana Baudler, was to determine the influence of emotions on the acceptance of new technologies. As previous acceptance research lacks consideration of emotional factors the study was carried out to address this crucial gap. As the basis for the study, the frequently replicated UTAUT2 model was used. The research question raised was whether the addition of emotional factors into the UTAUT2 model improves the prediction of the behavioral intention to use the technology. The study was applied to the new technology XR. By focusing on XR, this study aims to provide insights into how emotional factors influence user acceptance of new technologies.

Research overview

A quantitative online study was conducted to investigate the research question. The final sample consisted of 118 participants, ranging in age from 15 to 61 years (mean = 23.63 years). In the online survey, participants were presented with a scenario they had to envision. The scenario involved taking a city trip that included the use of various XR technologies (including Augmented, Mixed, and Virtual Reality). The participants then had to rate the rational factors (effort expectancy, performance expectancy, social influence and price value) as well as emotional factors (hedonic motivation, affection and anxiety).

The participants‘ experience with XR was as follows:

  • Only 19% of the participants had tried XR before.
  • Those who reported having experience with XR had either used the technology once or twice, or in a few cases, occasionally.
  • Experiences were primarily in the education and gaming & entertainment sectors.

Main findings

  • Incorporating emotional factors in addition to the rational factors of the UTAUT2 model significantly improves its predictive power and variance explanation.
  • Among the emotional factors evaluated, only affection emerges as significant. Hedonic motivation and anxiety did not show a significant impact in this study. Unlike previous studies (e.g., Rauschnabel, Rossmann & tom Dieck, 2017; Chuah, 2018) where hedonic motivation consistently showed significance, this study found it to be insignificant when combined with the other two emotional factors.
  • The comparison with the model consisting only of inexperienced participants shows that there are hardly any differences when emotional factors are included. It can be assumed that this is a stable model in terms of this aspect.

As the study shows, the addition of emotional factors leads to a significant improvement of the model as well as to a greater variance explanation of the behavioral intention to use the technology. The results of the study argue for an extension of the UTAUT2 model. Neglecting emotional aspects ignores an important part. 

Conclusion

The study emphasizes the crucial role of emotions in technology acceptance, demonstrating that the acceptance of technologies is not only influenced by rational factors but also significantly by emotional factors. It stresses the substantial impact of emotions on behavioral intention. By focusing on the emotional aspect, the study provides an initial overview of XR acceptance. Given the rapid advances in realizing the human dream of escaping into artificial worlds, further research is essential to address various aspects of the often-overlooked role of emotions in technology acceptance.

References

Beaudry & Pinsonneault. (2010). The Other Side of Acceptance: Studying the Direct and Indirect Effects of Emotions on Information Technology Use. MIS Quarterly, 34(4), 689–710. https://doi.org/10.2307/25750701

Bechara, A. & Damasio, A. R. (2005). The somatic marker hypothesis: A neu ral theory of economic decision. Games and Economic Behavior, 52(2), 336–372. https://doi.org/10.1016/j.geb.2004.06.010

Chuah, S. H.‑W. (2018). Why and Who Will Adopt Extended Reality Technol ogy? Literature Review, Synthesis, and Future Research Agenda. SSRN Electronic Journal, 1–55. https://doi.org/10.2139/ssrn.3300469

Damasio, A. (1994). Descartes‘ Error. Emotion, Reason, and the Human Brain. East Rutherford: Penguin Publishing Group. Verfügbar unter: https://ahandfulofleaves.wordpress.com/wp-content/uploads/2013/07/descartes-error_antonio-damasio.pdf

Kuckelkorn, T. (2019, 29. November). Digitale Transformation. Der Mensch zwischen Technologie und Emotion. connect professional. Verfügbar unter: https://www.connect-professional.de/markt/der-mensch-zwischen-techno logie-und-emotion.171683.html

Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A. & Clark, T. (2007). To ward a unified theory of consumer acceptance technology. Psychology & Marketing, 24(12), 1059–1084. https://doi.org/10.1002/mar.20196

Rauschnabel, P. A., Rossmann, A. & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, https://doi.org/10.1016/j.chb.2017.07.030

Riva, G., Mantovani, F., Capideville, C. S., Preziosa, A., Morganti, F., Vil lani, D. et al. (2007). Affective interactions using virtual reality: the link be tween presence and emotions. Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society, 10(1), 45–56. https://doi.org/10.1089/cpb.2006.9993

Singh, J., Singh, G., Verma, R. & Prabha, C. (2023). Exploring the Evolving Landscape of Extended Reality (XR) Technology. In 2023 3rd International Conference on Smart Generation Computing, Communication and Net working (SMART GENCON) (S. 1–6). IEEE.

Valor, C., Antonetti, P. & Crisafulli, B. (2022). Emotions and consumers’ adop tion of innovations: An integrative review and research agenda. Technolog ical Forecasting and Social Change, https://doi.org/10.1016/j.techfore.2022.121609

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Sustainable seals of approval: don’t trust every seal on your chocolate!

Sustainable seals of approval: don’t trust every seal on your chocolate!

In a world where sustainability and environmental awareness are becoming increasingly important, quality seals play a crucial role. But not every seal delivers what it promises. A recent study sheds light on precisely this question and provides surprising insights into the world of certifications.

A jungle of seals

Quality seals are ubiquitous, especially in the food sector, such as chocolate. These small symbols are intended to reassure consumers that the product meets certain standards – be it environmental, health or social aspects. But the reality is much more complex. Some of these seals are untested. This means that they are not certified by independent bodies.

What does this mean for the consumer?
Can these seals be trusted at all under these circumstances?

The study: An experiment with chocolate

Pia Futterer, a student of our bachelor’s program tried to answer these questions in her Bachelor thesis. In a quantitative online survey with 101 participants who regularly consume chocolate she took a closer look at precisely this problem. The participants evaluated four chocolate bars, each bearing a different seal: a known certified one (German organic seal), an unknown certified one (Biokreis seal), an invented, untested one (see picture) and a bar with no seal at all. The results are astounding.

Main results: Trust in unverified seals

 The study shows that even unverified seals of approval increase consumers‘ willingness to buy. What is even more surprising is that these unverified seals were rated as more credible than unknown verified seals. This underlines the fact that many consumers have difficulty distinguishing between reliable and questionable seals. This blind trust in unverified labels is alarming and shows how urgently regulatory measures are needed.

The role of availability heuristics

 Why do consumers trust unverified seals? One answer lies in the so-called availability heuristic. This mental shortcut leads us to perceive easily accessible or frequently seen information as particularly credible. So, if an unverified seal often appears on products, we tend to trust it – regardless of whether it is actually verified or not.

Discussion: A complex purchase decision

 The results of the study suggest that consumers often do not have the motivation or ability to critically scrutinize the credibility of quality seals.

Especially when it comes to stressful grocery shopping, we often rely on simple decision-making rules. This is exacerbated by the abundance of products and information in the supermarket, which further increases the confusion.

Recommendations: Time to act

 In view of these findings, it is important that we as a society take action:

  1. Stricter legal regulations: The planned EU directive against greenwashing must be implemented as soon as possible to ensure that only certified seals may be used. This directive would help to prevent misleading environmental claims and ensure that only verified seals appear on products.
  2. Conscious consumption: Consumers should actively inform themselves about the meaning and origin of quality labels. Knowledge is power, especially when it comes to sustainable consumption. Better consumer education about the various labels could help to avoid misjudgments.
  3. Transparency on the part of companies: Companies should disclose which criteria their seals of approval fulfill and how these are checked in order to strengthen consumer trust. A clear and transparent process for awarding seals of approval could help to win back consumer trust.

Conclusion: More than just a seal

 This study opens our eyes to the fact that not every seal of approval delivers what it promises at first glance. While we want to be environmentally conscious, we also need to be more critical and not blindly trust every label. The results underline the urgency of better regulation and education so that we can make more informed and sustainable purchasing decisions in the future.

The next chocolate bar you buy could tell more than just a story about taste – it could also be a story about trust and deception. Don’t trust every seal on your chocolate!

References

 

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Trust in Food Labels – Can digital and transparent animal movement data increase trust in beef and dairy products?

From horse meat in lasagna to falsely declared ingredients, the food industry is increasingly losing consumer trust (Sander, Heim & Kohnle, 2016). In Germany alone, there were at least 68 food scandals in 2023 (PETA Deutschland e.V., 2023). Food labels serve as quality indicators (Splendid Research, 2023), but it is becoming increasingly difficult for consumers to understand the quality characteristics behind them (Weiß, 2008). Therefore, it’s crucial to establish trust in labels as it significantly influences which products make their way into shopping baskets (Esch, Rühl & Baumgartl, 2016). Considering the food scandals and the plummeting trust in the food industry, the question arises of how trust among consumers can be restored and enhanced in both business-to-business and business-to-customer sectors.

The start-up Million Steps (https://www.millionsteps.earth/ger) also deals with the question of whether its new concept can have a trust-building effect on beef and dairy products. Million Steps addresses this issue by implementing an innovative and transparent tracking system for animal husbandry. The company precisely monitors and documents the movements of each animal to provide clear and traceable data along the entire supply chain. In this way, the start-up provides comprehensive insight into animal husbandry. The collected data is linked to the official ear tag of each animal and can be accessed by professionals in the food industry, restaurant visitors, and customers via QR codes. Among other things, this can prove that each animal has spent at least 12 months (the time it takes a cow to take a million steps) grazing on pasture and enjoying freedom of movement. Additionally, the origin of the animals is transparently verified by making background information about the animal and the farmer accessible.

Research goal

The study, conducted by Vanessa Fleig, a student of business psychology, examines the effect of digital and transparent animal movement data from the Million Steps label on the trustworthiness of beef and dairy products.

Research overview

Qualitative individual interviews were conducted with two groups to investigate the research question. The first group consists of restaurateurs who work in various areas such as restaurants, company restaurants and catering. The second group comprises gastronomy customers of different genders and ages in order to ensure the most heterogeneous group possible. A total of five interviews were conducted per group. The interviews are based on the laddering method in order to identify further motives that can influence trustworthiness. In addition, exemplary images were shown to illustrate the label in more detail.

Main findings

  • For a label to be generally perceived as trustworthy, the following aspects are most important: positive reputation, high level of awareness, simple traceability, comprehensible presentation of information.
  • The combination of small farms with the possibility of individual visits through personal contact with the farmers, as well as regular inspections and certifications on the integrity of the label also have a trust-enhancing effect.
  • Animal movement data is largely perceived as added value by both target groups due to the continuous but especially animal-specific monitoring of farmers, which represents a new and innovative approach.
  • Animal-specific data as well as the permanent monitoring of animals counteract the motive „lack of trust in the food industry“ and increase consumer trust.
  • The transparent and open presentation of information (movement data, regionality, ) also leads to increased traceability, which can also increase trust.
  • An argument against an additional trust-increasing effect is that husbandry can also be checked without active tracking through personal contact with the In addition to pasture husbandry, other factors such as antibiotic use are also relevant in order to achieve a long-term trust-increasing effect.
  • Animal movement data, especially in combination with information on place of origin and regionality, has the potential to increase trust in beef and dairy products in the long

Implications

  • The target groups differ in terms of trust-enhancing
  • While tangible evidence, such as the possibility of visiting the farm, has a

trust-enhancing effect on restaurateurs, more superficial factors, such as a clearly designed website, an appropriate amount of information or easy and transparent traceability, are sufficient for gastronomy customers.

  • Animal movement data has a confidence-increasing effect especially when labels are generally relevant to purchases.
  • If labels are not considered separately when making purchases, animal movement data may be trustworthy, but does not increase trust in beef and dairy products, as factors other than labels are perceived as value-enhancing.
  • Independent reputations increase trust, but are not yet available for Million Steps
  • As a future recommendation, the label could, for example, be registered on the online platform „Label-online“, which offers consumers an independent, uniformly evaluated overview of labels.
  • Furthermore, the selection of cooperating farmers is based on certain selection Farms should be small and regional, with the possibility of personal cooperation and adaptation to the individual wishes of the restaurants.

Conclusion

The study made it clear that digital and transparent animal movement data are predominantly perceived as added value and trustworthy. This assumption applies in particular to people who generally pay attention to labels, as animal movement data results in an additional increase in trust compared to other labels. The basis for this is the permanent control as well as the animal-specific proof. Transparent proof with simple and detailed traceability contributes to an increase in trust right from the start. However, a long-term trust-promoting effect only manifests itself through positive reputations and personal experience. Not only the animal movement data, but in particular the combination of transparent communication and regional production are perceived as trust-promoting attributes. In conclusion, it can be emphasized that Million Steps as a whole and not specifically the animal movement data have the potential for a long-term trust-enhancing effect in beef and dairy products.

References

Esch, F.‑R., Rühl, V. & Baumgartl, C. (2016). Messung des Markenvertrauens. In F.-R. Esch (Hrsg.), Handbuch Markenführung (S. 1–16). Wiesbaden: Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_66-1

PETA Deutschland e.V. (Harald Ullmann, Hrsg.). (2023). Die schlimmsten Lebensmittelskandale in Deutschland. Verfügbar unter: https://www.peta.de/themen/skandalchronik/

Sander, M., Heim, N. & Kohnle, Y. (2016). Label-Awareness: Wie genau schaut der Konsument hin? – Eine Analyse des Label-Bewusstseins von Verbrauchern unter besonderer Berücksichtigung des Lebensmittelbereichs. Berichte über Landwirtschaft – Zeitschrift für Agrarpolitik und Landwirtschaft, Band 94, Heft 2, August 2016. https://doi.org/10.12767/BUEL.V94I2.120

Splendid Research. (2023). Studie: Gütesiegel Monitor 2023. Verfügbar unter: https://www.splendid-research.com/de/studie/guetesiegel-monitor2023/

Weiß, C. (2008). Zeichenvielfalt auf Lebensmitteln: ein Wegweiser. Ernährungs Umschau, (55), 83–93.

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Acceptance of smart stores – An experimental case study

New technologies are changing people’s everyday lives and have also been increasingly used in food retailing for a few years now. Innovative store concepts are designed to align the shopping experience even better with the needs and requirements of consumers. So-called smart stores are a mixture of stationary retail and innovative technology. They represent a further development opportunity for the retail sector, enabling it to maintain its own position in the future alongside the rapidly growing online trade. So far, there are still few smart stores open for the public, as these further development investments are associated with some challenges for the operators. The technological development of such a store implies the change of the business model, high initial investments and an uncertainty about the acceptance of the consumers. This last aspect is where our research comes in. With the help of acceptance research on smart stores, first concepts can be evaluated and optimized and thus the potential of these innovative ideas can be fully exploited.

Research Aim

In the study presented here, the acceptance and perception of smart stores in general and of a specific store concept from Stuttgart were investigated. The study was conducted by Valentin Löffler, a student of our business psychology program, as part of his final thesis.

Method

The study design consisted of two parts. In the first part of the study, a short survey (approx. 5 minutes) was conducted in front of the smart store with randomly selected people who walked past the store as passers-by. This was to capture the expectations, and attitudes of the passersby towards the store concept. In the second part of the study, qualitative interviews (approx. 45 minutes) were conducted with people who had not yet visited a smart store. In these interviews, participants made a purchase at the smart store, answering questions about acceptance both before and after the shopping experience. While shopping, they were asked to speak their thoughts aloud (thinking aloud method).

Sample

In the first part of the study, a total of 71 people aged 20 to 69 participated.
In the second part of the study, a total of 10 people aged 23 to 43 were interviewed.

Selected Key Findings

    1. Sub-study:
    • Smart stores are generally rated positive
      (1.9 on a scale of 1 = very good to 6 = very poor)
    • 63% of respondents had already made at least one purchase at this smart store and 93% of them would also recommend this store to others.
    • Reasons for recommendation: „cool concept“, „continuous opening hours“, „practical“ as well as „good supplement to the supermarket“.
    • The expectations of a smart store are a good selection, fresh fruits and vegetables, reliable technology, nice design, low prices and cleanliness.
    • Concerns about a smart store arise from the lack of personal contact between customers and employees.
    1. Sub-study:
    • After the initial shopping experience, respondents consistently had a positive perception of the smart store. They see it as a complement to conventional supermarkets. The intuitive operation was a particularly positive surprise.
    • Advantages: Opening hours, time savings and flexibility.
    • Disadvantages or uncertainty with regard to the reliability of the technical implementation, lack of social contact and the loss of jobs (compared to conventional supermarkets).

Conclusion:

Smart stores offer a novel and intuitive shopping experience that are already generating a high level of acceptance: The (first) shopping experiences are consistently described positively, but there were some concerns about how to get assistance in case of emergency when there are no employees on site. Another issue should be proactively considered in communication: possible loss of jobs. This study lays the foundation for further research in the area of smart stores and shows that these innovative concepts have a future.

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Robots on Campus: An Exciting Study on Acceptance and Functionality

Imagine walking onto the campus of Heilbronn University (in a city in southern Germany) and being greeted by a friendly robot called Temi. Temi will effortlessly navigate you around the campus, tell you what’s on the menu in the canteen and even help you find the right person to talk to. Sounds futuristic? Well, that’s exactly what this exciting research project was all about.

Robotic assistants or service robots are increasingly used in various fields to support humans in everyday tasks and interactions. This study investigated the acceptance of the robotic assistant „Temi“ on the educational campus in Heilbronn. The aim was to contribute to the successful implementation of the robot Temi on the educational campus.

Fotos: Martin Albermann

 

Research Goal

The main of this research was to investigate the acceptance of robots like Temi on the educational campus in Heilbronn and to find out which functionalities and characteristics are relevant for their further development. By taking into account the opinions and attitudes of the campus users, we were able to gain valuable insights that are of great importance for the future design and implementation of robots in comparable settings.

Research Overview

To achieve this goal, Marie Bauer, a business psychology student at our university, conducted a comprehensive study using a combination of research methods in an exploratory design. The study was conducted as part of the Smart Campus Initiative and in cooperation with Fraunhofer IAO. First, a qualitative study was conducted with two focus groups to gain deeper insights into the opinions and experiences of potential users. For each focus group, eight participants were recruited. These were made up of staff, students and visitors to the Heilbronn campus, in order to approximate the heterogeneous picture of the general user community of the campus. Secondly, a quantitative study was conducted with 230 participants, also consisting of these three target groups.

Sample Overview

The sample included people who regularly visited the campus as well as those who had never been there. This ensured that a wide range of perspectives and opinions were taken into account. The diversity of participants allowed for comprehensive and meaningful results. The majority of respondents were women (73.5%) aged between 19 and 26 (M=26). The majority of respondents had never been to the Heilbronn campus (70.4%). The remaining respondents were students (14.4%), employees (4.8%) or visitors (10.4%) to the Heilbronn Campus.

Main Findings

Overall, the acceptance of Temi on the educational campus was assessed as positive, although potential for improvement was also identified.

    • Maximum Difference Scaling (MDS): The MDS analysis revealed that navigation & guidance, information, and verbal & visual directions had the highest relative importance ratings and are therefore the most important functionalities and features relevant to the further development of Temi on the educational campus. Features such as feedback, greeting & welcoming, individual personality of the robot and entertainment were considered less important. These are functions that aim at entertaining interaction and fun with the robot.
    • Surprisingly, there were nearly no differences in the importance of features between regular campus users (students, staff, visitors) and those who had never been on campus.
    • Other feature suggestions: The most common other suggestions for potential future features of Temi were making emergency calls, contacting first responders, a cleaning feature, and the ability to contact Temi through an app.
    • Acceptance scores and factors: The acceptance of Temi on the educational campus was assessed as positive overall.
    • Predictive quality of the model: The structural model achieved an R2 value of .73, which means that 73% of the variance in intention to use could be explained by the model. The path coefficients of the factors usefulness, enjoyment and personal attitude had a significant positive influence on intention to use.
    • Descriptive values: Intention to use was rated positively on average (M = 3.77). The factors ease of use and facilitating conditions received the highest mean scores, while the factors social influence and personality received lower mean scores. Personal attitude, usefulness and enjoyment were in the positive middle range.

Implications

The results suggest that the further development of robots on educational campuses should initially focus on useful features for navigation, guidance and information provision. Features that focus on Temi’s entertainment can be neglected for the time being, based on the results of this study.

To increase acceptance, entertaining functions and features in the areas of usefulness, fun and personal attitude of the users should be integrated into the interaction with the robot. Privacy and data protection measures should be implemented to increase user confidence and further increase acceptance.

Conclusion

This research provided valuable insights into the acceptance and relevant functionalities of robots such as Temi on educational campuses. The results show that robots can play a promising role in education by helping users navigate the campus and providing useful information.

This research opens up new perspectives for the integration of robots in educational settings and raises exciting questions: How can robots like Temi enhance learning and everyday life on campus? How can we ensure that they respond to individual user needs? The future of education may be robotic, and this study is a first step in that exciting direction.

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