Willy Barnett

Papers

Total Citations

H-Index

About

Willy Barnett is a researcher working at the innovative crossroads of human-robot interaction (HRI) and consumer behavior, bringing a distinctive marketing-informed lens to the study of how people perceive and engage with service robots. His most influential contribution, "Consumer Perceptions of Interactive Service Robots: A Value-Dominant Logic Perspective" (2014), has garnered 26 citations and introduced a novel theoretical framework that integrates user-centric marketing methodologies — including laddering interviews and visual projective techniques — into HRI research, offering richer insights into how consumers assign value to robotic interactions in real-world service settings. Building on this foundation, Barnett has consistently championed interdisciplinary approaches, drawing on concepts from marketing to illuminate user decision-making processes in robot interaction contexts. His 2013 work further extended this thinking by applying Service-Dominant Logic to reframe value co-creation in the age of interactive service robots. Collectively, Barnett's research challenges traditionally technology-centric views of HRI, advocating instead for frameworks that center the human experience. His work offers valuable guidance for researchers, designers, and marketers alike who seek to develop service robots that genuinely resonate with the consumers they are built to serve.