Our lab investigates how consumers interact with and respond to autonomous technologies. At the Autonomy Lab, we study the rise of technological autonomy and the importance of preserving human autonomy in an automated world.
We focus on the convergence of two transformative trends: artificial intelligence and robotics. As these fields merge, they give rise to increasingly autonomous technologies that create new opportunities but also pose fundamental challenges for consumers, organizations, and societies. Led by Professor Emanuel de Bellis, our team combines expertise in marketing, psychology, and behavioral science to explore how consumers navigate this new technological landscape.
As AI and robotics become more intertwined, products and services are gaining unprecedented levels of autonomy. We study the psychological mechanisms underlying consumer adoption and resistance to autonomous technologies. We investigate how people perceive machine autonomy, what drives trust or skepticism towards autonomous systems, and how automation reshapes decision-making. Our research spans contexts from smart devices and service robots to self-driving vehicles and GenAI applications.
We also study related topics such as personalization, 3D printing, and blockchain technologies. These research streams share a common thread: understanding how emerging technologies shift the balance of autonomy between consumers and technology. By understanding both opportunities and barriers in consumer-technology interaction, we generate insights that help companies design better products and services while fostering technologies that benefit society at large.
Key ongoing research projects include:
We combine behavioral experiments, field studies, and advanced analytics to understand how autonomy shapes consumer behavior and well-being. Our team's multidisciplinary backgrounds enable us to deeply understand consumer responses, examining not just what people do, but why they do so and when.
We follow open science principles, making our data and materials publicly available to ensure transparency and reproducibility. We believe robust science requires openness, and we preregister confirmatory research whenever possible.
We collaborate with industry partners and public institutions to address real-world challenges. Our findings, published in leading marketing and general science journals, inform both scientific knowledge and practical guidance for organizations. Our goal: technologies that generate value for organizations while preserving human autonomy.
