Jorge Carlos Fiestas Lopez Guido
Papers
2
Total Citations
41
H-Index
2
About
Jorge Carlos Fiestas Lopez Guido is a pioneering researcher at the intersection of artificial intelligence, consumer psychology, and retail innovation. His work fundamentally explores how human biases shape our acceptance of robotic service agents in commercial settings. In his highly cited 2023 study (36 citations), Fiestas revealed how speciesism—the tendency to assign different moral worth based on species—moderates consumer responses to robot intelligence, demonstrating that even our interactions with machines are filtered through deep-seated anthropocentric prejudices. His more recent 2025 investigation (5 citations) breaks new ground by applying leader-member exchange theory to human-robot collaboration, showing how master-servant dynamics in frontline retail encounters influence customer perceptions and behaviors. This novel framework challenges conventional thinking about workplace hierarchies involving AI. Fiestas’s work is particularly impactful for its interdisciplinary approach, bridging robotics, social psychology, and marketing to address urgent questions about the future of service work. His research provides critical insights for retailers implementing humanoid social robots, revealing that successful human-robot integration depends as much on psychological readiness as on technological capability.
Research Focus
Key Achievements
Top Papers
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