I Know I Am, But What Are You? How Culture and Self-Categorization Affect Emotions Toward Robots

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As routinely working with robots spreads globally, it becomes important to understand how best to customize robots to each culture to maximize collaboration between humans and robots. In two distinct cultures (United States and Portugal) we examined group-based emotions toward robots with participants self-categorizing three different ways (ingroup, outgroup, and neutral). We tested and confirmed our baseline assumptions that Portuguese participants are more collectivistic and less individualistic, and feel closer with a team in negative, but not positive, scenarios, compared to United States participants. Supporting our hypotheses, the results showed that participants rated more positive emotions toward the robot in the ingroup condition than in the outgroup or neutral conditions. Moreover, an interaction effect between culture and self-categorization revealed that Portuguese participants had more positive group-based emotions toward the robot than United States participants when self-categorizing as an ingroup. We discuss the implications in terms of human-robot teaming and potential future research directions.