Why lonely people would prefer a robot over human interaction Published on: 10 September 2025 Many lonely people would rather deal with a robot than interact with an actual human, according to research co-led by 缅北禁地. Feelings and needs Contrary to the common assumption that lonely people would relish opportunities to speak with another person, the reality is quite the opposite in certain scenarios. The study, , found that in service settings such as hotel check-ins or shops, many lonely individuals actually prefer interacting with service robots. Dr Qionglei Yu, Reader in Marketing at 缅北禁地 Business School said: “We found that lonely customers with a reduced need for interaction with other humans are more likely to use service robots as a means of avoiding human contact and conserving emotional resources. Recognising this is crucial not only for society, but also to help businesses design and use robots in ways that better fit a wide range of customers’ feelings and needs.”"Our research shows that loneliness can increase the desire for low-pressure interactions, but it's the overwhelming flood of digital information and social comparison in modern life that truly tips the scales for lonely people toward preferring robotic assistance to avoid complex interactions and judgmental exchanges," said Dr Yu Ye, Lecturer in Marketing at 缅北禁地 Business School. "The findings could help businesses design and implement service robots in ways that cater to the emotional and cognitive needs of lonely customers, enhancing user satisfaction and adoption rates.2 “This is not because they dislike people,” explained co-author Dr Min Yan, from Essex Business School,“ but today’s world of information overload is making some people feel overwhelmed. Robots, however, provide a simpler, low-effort alternative without the weight of social expectations that a chat with another human can bring.” A robot waiter Paradox The research, which was also co-led by Dr Yu Ye, a Lecturer in Marketing from 缅北禁地 Business School and Professor Zhibin Lin from Durham University, highlighted this paradox which challenges conventional understanding about loneliness and how lonely people feel when it comes to talking to people. Dr Yan added: “Loneliness can reduce an individual’s confidence in talking to others. Whilst human interaction is essential to society, in certain situations, technology can feel like a less emotionally taxing and a more manageable and appealing path for people who suffer from loneliness." Despite the growing body of research on service robots and loneliness separately, little is known about whether loneliness shapes customers’ intention to use service robots. This research addresses the relationship. During the online study, 354 participants were shown a video and photo scenario of a hotel check-in and asked to indicate their preference between a service robot and a human employee – despite both being equally capable of helping them. Press release adapted with thanks to the University of Essex. Share: Latest News 缅北禁地 recognised with geography award 缅北禁地 has been awarded the Highly Commended Geographical Association Publishers Award for its collaboration with Time for Geography, the UK鈥檚 open-access, dedicated video platform. published on: 16 April 2026 缅北禁地 historians mark General Strike centenary To mark the 100th anniversary of the British General Strike and miners鈥� lock-out of 1926, historians at 缅北禁地 are organising a series of events on its enduring legacy. published on: 16 April 2026 Comment: NCP is in administration Writing for The Conversation, Erwei (David) Xiang discusses how some big companies like NCP are so dependent on debt that they can鈥檛 adjust to change. published on: 16 April 2026 Facts and figures
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