Dr. Ngoc Bich Dang is an Assistant Professor of Marketing at Excelia Business School in France. She has both practical experience and academic expertise in marketing and new product development. Her research interests include artificial intelligence and robotics, the psychological and social impacts of technology, and consumer behavior.
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Loneliness is a widespread concern among older adults, profoundly affecting their well-being. Social robots—designed to engage in social interactions and form emotional connections—are increasingly perceived as social actors in human-robot relationships and offer promising potential to alleviate loneliness. This study examines how older adults interact with social robots to address different forms of loneliness and enhance their subjective well-being. Across a pilot correlational study and two experiments, the results reveal two distinct mechanisms through which social robots improve well-being: attachment for individuals experiencing emotional loneliness and social integration for those facing social loneliness. This research contributes to the literature on loneliness, transformative consumer research, and human–robot interaction.
- Recherche
- Marketing, Vente et Communication
