Christoph Fuchs

Papers

Total Citations

387

H-Index

About

Christoph Fuchs is a leading scholar in consumer behavior and technology, whose research explores the psychological and social implications of automation and artificial intelligence in the marketplace. His work critically examines how consumers react to the replacement of human labor by robots and algorithms, revealing that people often prefer human involvement in symbolic or identity-relevant consumption contexts. In his highly cited 2020 paper, "Preference for Human (vs. Robotic) Labor is Stronger in Symbolic Consumption Contexts" (226 citations), Fuchs demonstrates that the value of human touch is not merely functional but deeply tied to meaning and self-expression. His 2019 study, "Psychological reactions to human versus robotic job replacement" (161 citations), further investigates the emotional and moral responses to automation, showing that job displacement by machines can evoke feelings of dehumanization and threat. These contributions have reshaped how scholars and practitioners understand the boundaries of automation, highlighting the enduring importance of human agency in an increasingly digital world. Fuchs’s work is essential reading for anyone interested in the future of work, consumer psychology, and the ethical design of AI.