Armin Granulo

Papers

Total Citations

387

H-Index

About

Armin Granulo is a leading scholar at the intersection of technology, labor, and consumer behavior, whose research explores how automation and artificial intelligence reshape human psychology and market dynamics. His most influential work investigates the psychological and social implications of replacing human workers with robots, revealing that people exhibit a strong, often irrational, preference for human labor—particularly in symbolic consumption contexts where identity and meaning are at stake. This foundational paper, with 226 citations, has become a cornerstone for understanding consumer resistance to automation. In a related study (161 citations), Granulo demonstrates that job replacement by robots triggers distinct psychological reactions, including heightened threat perceptions and status anxiety, compared to replacement by other humans. His contributions illuminate the emotional and cultural barriers to technological adoption, offering critical insights for managers, policymakers, and designers of human-robot interactions. Granulo’s work is widely cited in psychology, marketing, and organizational behavior, and he is recognized for bridging empirical rigor with pressing societal questions about the future of work.