Eva Marina Reinares Lara
Papers
1
Total Citations
78
H-Index
1
About
Eva Marina Reinares Lara is a leading researcher at the intersection of marketing, technology adoption, and consumer behavior. Her primary research areas include social robot acceptance in retail, technology resistance, and the psychological barriers that shape customer interactions with emerging innovations. Her most influential work, “Proposal for modeling social robot acceptance by retail customers: CAN model + technophobia” (2021, 78 citations), addresses a critical dilemma: while social robots offer transformative potential for retail, shoppers may resist them due to technophobia. Reinares Lara advances the widely used CAN (Competence, Autonomy, Relatedness) model by integrating technophobia as a key moderating factor, providing a more nuanced framework for predicting and improving robot acceptance. This contribution is vital for retailers and technology developers seeking to design human-robot interactions that feel trustworthy and comfortable. Her research has been instrumental in bridging the gap between technological capability and consumer psychology, offering actionable insights for the deployment of social robots in service environments. Reinares Lara’s work is essential reading for scholars and practitioners interested in the human side of automation and the future of retail.
Research Focus
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Top Papers
- 1