Santiago Forgas‐Coll
Papers
9
Total Citations
179
H-Index
7
About
Santiago Forgas-Coll is a prominent researcher specializing in human-robot interaction, service robotics, and consumer behavior in technology-mediated environments. His work sits at the intersection of marketing, artificial intelligence, and social robotics, with a particular focus on how individuals perceive and accept social robots in service and entertainment contexts. Forgas-Coll has made substantial contributions to understanding how consumer characteristics — including gender, personality traits, and rational thinking styles — shape attitudes toward robot-delivered services. His most cited work (48 citations) examines entertainment social robots in the context of an ageing population, while subsequent studies explore how robots' own perceived gender and personality influence customer acceptance, collectively accumulating over 100 citations. Notably, his research during the COVID-19 pandemic period proved especially timely, as organizations rapidly deployed social robots in front-office roles. Beyond acceptance models, Forgas-Coll has advanced knowledge of robot legibility, backchannel communication cues, and empathic interaction styles. His more recent investigations into privacy concerns surrounding personal data disclosure to robots in public spaces signal an evolving research agenda addressing critical ethical dimensions of human-robot coexistence. His body of work offers valuable practical guidance for service managers and robot designers alike.
Research Focus
Key Achievements
Top Papers
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- 5“I know how you feel”14 citations · 2022
- 6Gendered Human–Robot Interactions in Services13 citations · 2023
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