Cristina Olarte Pascual

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Total Citations

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About

Cristina Olarte Pascual is a leading researcher at the intersection of marketing, technology adoption, and consumer behavior, with a particular focus on social robotics in retail environments. Her work addresses the critical dilemma of how shoppers accept or reject social robots (SRs) in commercial settings, a nascent field that bridges human-robot interaction and retail marketing. Her most cited paper (2021, 78 citations) proposes the CAN model combined with technophobia to explain SR acceptance, offering a novel framework for understanding consumer resistance to new technologies. This contribution has shaped subsequent research on technology adoption in service contexts. Olarte Pascual's broader research portfolio explores consumer behavior toward emerging technologies, including augmented reality and smart devices, with an emphasis on the psychological and social factors driving acceptance. Her work is widely cited by scholars in marketing, human-computer interaction, and robotics, reflecting its interdisciplinary impact. Through her modeling of technophobia and social acceptance, she has provided actionable insights for retailers and technology developers, positioning her as a key voice in the evolving dialogue on automation in customer-facing industries.