Paula Dootson

Papers

Total Citations

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About

Paula Dootson is a leading scholar in services marketing and consumer behaviour, with a particular focus on deviant consumer conduct and the role of technology in service settings. Her work critically examines how service robots can act as guardians to deter harmful customer actions, drawing on criminological frameworks like routine activity theory to reimagine service safety. In her highly cited 2022 study, Dootson demonstrated that increasing the perceived humanness of service robots significantly reduces customers' intentions to engage in deviant behaviour—a finding with profound implications for retail, hospitality, and public spaces. With over 39 citations to this single paper and a growing body of influential research, Dootson has shaped how scholars and practitioners understand the intersection of artificial intelligence, ethics, and customer misconduct. Her contributions extend beyond theory, offering actionable strategies for designing service environments that protect both businesses and patrons. Recognised for her innovative approach, Dootson continues to push boundaries in service research, making her work essential reading for students and researchers interested in the future of human-robot interaction and consumer ethics.