Papers
1
Total Citations
75
H-Index
1
About
Simona Romani’s research sits at the intersection of consumer psychology, service technology, and ethical consumption, exploring how individuals form attachments—to brands, to frontline employees, and increasingly, to service robots. Her most cited work, “Attachment styles moderate customer responses to frontline service robots” (2021, 75 citations), is a landmark study that reveals how customers’ inherent attachment styles—secure, anxious, or avoidant—dramatically shape their emotional, attitudinal, and behavioral reactions to robot-delivered service versus human interaction. This contribution is pivotal for designing customer experiences in an era of automation, showing that one-size-fits-all service robots may alienate certain consumers. Beyond this, Romani has made significant strides in understanding ethical consumer behavior, including how moral emotions like guilt and shame drive sustainable purchasing and boycotting decisions. Her work consistently bridges deep psychological theory with pressing real-world applications, earning her a reputation as a leading voice in transformative consumer research. With a growing citation footprint and a knack for tackling timely issues—from robot ethics to corporate social responsibility—Romani’s scholarship offers essential insights for students and practitioners navigating the future of human-machine relationships in commerce.
Research Focus
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Top Papers
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