A recent study published by researchers from the University of St. Gallen and Columbia Business School delves into the correlation between the perceived significance of manual labor and the adoption of autonomous products.
As individuals increasingly rely on autonomous products to carry out tasks such as household cleaning or lawn maintenance, these technologically advanced gadgets offer the allure of liberation from monotonous chores. However, there is anecdotal evidence suggesting that a sense of fulfillment accompanies the completion of household tasks by human effort.
This raises the question of whether the presence of autonomous products, such as robot vacuums and cooking machines, diminishes the meaningful experiences derived by consumers.
Impact of autonomy
The study reveals that, despite the undeniable advantages of efficiency and convenience offered by autonomous products, they inadvertently strip away a vital source of meaning in life. Consequently, consumers exhibit reluctance in embracing these products.
The researchers posit that manual labor holds a significant place in our lives as a source of purpose. This contention aligns with existing research that highlights the value inherent in mundane tasks. Although activities like cleaning may not bring immediate happiness, they contribute to the overall meaning we derive from our daily lives.
“Our studies show that ‘meaning of manual labor’ causes consumers to reject autonomous products,” the researchers explain. “For example, these consumers have a more negative attitude toward autonomous products and are also more prone to believe in the disadvantages of autonomous products relative to their advantages.”
Changing lives
Autonomous products have the capacity to relieve consumers of their tasks, resulting in a decline in manual labor and subsequently diminishing the significance derived from such activities.
Nevertheless, the advent of autonomous products also presents consumers with the prospect of redirecting their time towards alternative tasks and activities, which could potentially hold greater significance and value.
“We suggest that companies highlight so-called alternative sources of meaning in life, which should reduce consumers’ need to derive meaning specifically from manual tasks. Highlighting other sources of meaning, such as through family or hobbies, at the time of the adoption decision should counteract the negative effect on autonomous product adoption,” the researchers explain.
Freeing up time
Indeed, one of the primary advantages offered by technological advancements lies in their ability to liberate time. iRobot, for instance, asserts that its Roomba robotic vacuum cleaner can save owners a significant 110 hours annually, which would have otherwise been spent on cleaning. Some companies take this concept even further by proposing how consumers can utilize their newfound time.
Vorwerk, a German home appliance firm, exemplifies this approach by promoting its cooking machine Thermomix as a means to attain “more family time” and asserting that “Thermomix does the work so you can make time for what matters most.”
Rather than solely highlighting the culinary excellence achieved through their product, the company underscores the opportunity for consumers to allocate their time towards other activities that are arguably more meaningful.
Understanding manual labor
This study unveils the importance of the perceived meaning of manual labor (MML), a novel concept introduced by the researchers, as a pivotal factor in predicting the adoption of autonomous products.
“Consumers with a high MML tend to resist the delegation of manual tasks to autonomous products, irrespective of whether these tasks are central to one’s identity or not,” they explain. “Marketers can start by segmenting consumers into high and low MML consumers.”
In contrast to other personality variables that necessitate intricate psychometric scales for reliable measurement, the evaluation of consumers’ MML can potentially be accomplished through simple observations of their behavioral traits.
Factors such as whether individuals opt for manual dishwashing, prefer a manual car transmission, or engage in specific activities and hobbies provide valuable insights into the extent of their MML.
Engaging in manual labor-intensive activities like woodworking, cookery, painting, or fishing can serve as indicative predictors of a higher MML. Similarly, companies can gauge consumer preferences by analyzing social media engagement, particularly the number of likes garnered for activities and hobbies that involve manual labor.
Additionally, practitioners may directly inquire about consumers’ subjective ratings regarding the significance they attribute to manual versus cognitive tasks. By segmenting consumers based on their MML, marketers can refine their targeting strategies and concentrate their messaging and endeavors more effectively.
In promotional campaigns, firms can accentuate the meaningful time that consumers gain through the adoption of autonomous products. For instance, highlighting how a particular product enables individuals to allocate their time to more meaningful tasks and pursuits instead of cleaning. Such an intervention has the potential to counteract the adverse impact of the meaning of manual labor on the acceptance and adoption of autonomous products.
