Does Touching a Social Robot Increase Its Persuasive Power? Exploring Social Robots as a New Sales Channel

Mark Yi-Cheon Yim, Ja Kyung Seo (Grady Alum), Hye Jin Yoon, “Does Touching a Social Robot Increase Its Persuasive Power? Exploring Social Robots as a New Sales Channel," to be presented at the European Marketing Academy Conference, Bath, UK, June 2-5, 2026. Abstract: Riding the wave of artificial intelligence (AI), the social robot industry is rapidly advancing by integrating increasingly sophisticated AI capabilities through entertainment, education, and healthcare support. The possibility of social robots as a new advertising channel is tested, as they can be perceived as entities being equipped with artificial consciousness. In particular, we predict that the sense of touch that enables tangible interactions with consumers makes them perceive social robots’ artificial consciousness, and in turn, it strengthens the persuasiveness of robots, resulting in direct behavioral outcomes for consumers. A lab experiment confirms our predictions and reveals the superior effectiveness of touch-based physical interactions with a robot in persuading consumers to act. This study presents new theoretical constructs regarding artificial consciousness and offers fresh insights into the potential of social robots as a novel advertising medium.