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About

Noah Castelo is a consumer psychologist and marketing scholar whose research sits at the intersection of artificial intelligence, human-robot interaction, and consumer behavior. His work explores how people perceive, evaluate, and respond to increasingly humanlike machines — a question with profound implications as automation reshapes everyday life. Castelo's most influential contribution, "Understanding and Improving Consumer Reactions to Service Bots" (2023, 169 citations), uses real-world human-bot interactions to reveal why customers evaluate bot-provided service more negatively than human-provided service — and, crucially, how firms can address this. His earlier work on cognitive enhancement products (2019, 79 citations) introduced dehumanization as a key mechanism explaining consumer reluctance, demonstrating that people resist enhancements partly because they fear being likened to robots. He has also tackled broader societal questions, examining whether rising robot workforces might unexpectedly reduce human prejudice (2020, 59 citations) and investigating cross-cultural variation in comfort with humanlike robots (2022, 41 citations). Across his body of work, Castelo consistently bridges psychological theory and practical marketing insight, offering organizations actionable guidance for navigating the human-machine frontier. His growing citation record reflects his emergence as a leading voice on AI's social and consumer consequences.