Papers
9
Total Citations
759
H-Index
7
About
Sungwoo Choi is a leading voice at the intersection of robotics, artificial intelligence, and consumer behavior, with a particular focus on how humans perceive and interact with service robots. His most influential work, “To Err Is Human(-oid): How Do Consumers React to Robot Service Failure and Recovery?” (448 citations), fundamentally reshaped our understanding of service robotics by demonstrating that consumers judge robots along the same social dimensions of warmth and competence they use for humans. This landmark study revealed that humanoid robots face unique challenges—and opportunities—when recovering from service failures, a finding that has become essential reading in both academia and industry. Choi’s broader research portfolio explores how robot language styles influence customer satisfaction, how brand personality affects robot adoption, and the unintended consequences of robotic indulgence in service encounters. His work spans both the social and technical dimensions of robotics, including contributions to multi-robot coordination for search-and-rescue and additive manufacturing toolpath planning. By bridging engineering precision with deep insights into human psychology, Choi has established himself as a pivotal figure shaping the future of human-robot interaction in service contexts.
Research Focus
Key Achievements
Top Papers
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- 4Unintended indulgence in robotic service encounters21 citations · 2024
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- 6Performance Optimisation of Mobile Robots for Search-and-Rescue9 citations · 2012
- 7A Bio-inspired Intelligent Approach to Motion Planning for Mobile Robots7 citations · 2011
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- 9Consumer perception of employees with disabilities using robots4 citations · 2025