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Explore how the degree of humanization affects user misconduct, and provide effective misconduct prevention measures for the wide application of artificial intelligence in the future.

Based on the “Uncanny Valley theory”, three experiments were conducted to explore the relationship between the degree of humanization of service machines and user misbehavior, and to analyze the mediating role of cognitive resistance and the moderating role of social class.

There is a U-shaped relationship between the degree of humanization of service machines and user misbehavior; Social class not only regulates the main effect of anthropomorphism on misbehavior, but also regulates the intermediary effect of anthropomorphism on cognitive resistance, thus affecting misbehavior.

The design of the service robot can be from the user’s point of view, combined with the user’s social class, match different user types, and provide the same preferences as the user’s humanoid service robot.

This study is an important reference value for enterprises and governments to provide intelligent services in public places. It can prevent the robot from being vandalized and also provide users with a comfortable human-computer interaction experience, expanding the positive effects of providing smart services by government and enterprises.

This study avoids and reduces users' misbehavior towards intelligent service robots, improves users' satisfaction in using service robots, and avoids service robots being damaged, resulting in waste of government, enterprise and social resources.

From the perspective of product factors to identify the inducing factors of improper behavior, from the perspective of social class of users to analyze the moderating effect of humanization degree and user improper behavior.

This paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and indirect impact of trust, social presence and user's perceived surveillance on attitude towards covert information collection.

A total of 679 American users of smart home speakers are surveyed, and their responses are analysed using structural equation modelling. Mediating effects are also examined.

Humanisation increases social presence, improves users' attitude towards covert information collection and has a U-shaped effect on trust. A negative effect of humanisation on perceived surveillance is demonstrated. Social presence reduces perceived surveillance levels and improves users' attitude towards covert information collection.

We examine attitude towards covert information collection as a new outcome variable. This study contributes to the growing body of research on humanisation by providing new evidence of how humanisation helps improve users' attitude towards covert information collection and generates trust in the service provider. This research indicates the important role of social presence.

With the widespread use of technology, computer-assisted language learning (CALL) has recently gained a vital momentum as it improves communication competence in an authentic, real-life learning environment. Therefore, the current chapter presents a discussion of the humanization of English language teaching (ELT) by using CALL tools in a higher education institution. Sixteen Turkish students who were studying in the preparatory class in a Turkish state university were included in the study. The research was designed focusing on a qualitative research method. Joint interviewing was conducted at the beginning and end of the academic year, 2018–2019. The interview questions were asked about their perceptions of learning via CALL in the classroom. The findings from the first and second interviews were compared and analyzed according to what they thought and how they were affected. The empirical data presented in this chapter explicated students’ views on the humanization of ELT through CALL in Turkish tertiary English preparatory classes. Ultimately, this chapter sets the grounds for students, teachers, higher education institutions and designers to consider the possible effects of CALL to enhance the humanization of ELT.

Only by recognizing the consequences of state-sanctioned violence on the life of Black communities can teachers create learning conditions for students to engage in an education for humanization. Humanization disrupts dehumanization by teaching students' knowledge and love of self, solidarity, and self-determination. In this chapter, I examine the impact of an education for humanization on students' critical literacy and voice from the perspective of a teacher-researcher and educational activist in an urban classroom serving the needs of Black, Indigenous, and People of Color (BIPOC). I offer a concrete example of praxis that positioned Black students to examine anti-Black oppression and radically imagine the possibilities of pro-Black social resistance in society and schools. I conclude the chapter with pedagogical implications for participating in the fight for Black life as teachers and humanizing the learning experiences of BIPOC students as a result.

A paper has been published by the International Institute for Labour Studies which considers the relationship between the new methods of group production now being introduced in industry and the concept of the humanisation of work. It is based on a study which was undertaken by the Turin International Centre for the International Labour Office into the effects of group production methods on the humanisation of work.

This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap.

Five experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects.

Framed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident.

This paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.

This paper aims to investigate whether anthropomorphized (i.e. humanized) brands are judged less negatively for competence failures than for moral lapses and how these ethical judgments impact negative word-of-mouth (NWOM) intentions of less-lonely and more-lonely consumers.

Two scenario-based experiments were conducted, involving a total of 1,375 US mechanical turk (Amazon consumer panel) participants.

Findings show that brand humanization has an impact on ethical judgments only for less-lonely consumers. More specifically, for less-lonely consumers, a humanizing strategy backfires when the failure is moral but helps the brand when the failure is competence-related. On the other hand, more-lonely consumers judge the situation less negatively overall, and this effect is not impacted by the anthropomorphization strategy. Process tests indicate that these judgments indirectly affect consumers’ intention to spread NWOM following negative events.

Future research could examine the specific process for lonely consumers (i.e. the role of empathy) and manipulate the size of the negative events (i.e. consumer perceptions of moderate vs extreme failures).

Brand managers need to consider their specific situations, as anthropomorphization can have both positive and negative effects depending on the consumers and the failure type (moral vs competence).

Extant research indicates that a humanizing strategy backfires when the market has negative information about the brand. This research introduces types of negative information, as well as consumers’ loneliness as moderators and contributes to the literature in branding, business ethics and word-of-mouth.

The potential for improving the quality of working life through increased shopfloor involvement in decision‐making, work redesign experiments, etc., is greater in Japan than in many Western countries because of various historical and cultural factors. Japan has many more examples of worker participation and work humanisation projects than most Western observers realise. The lack of widespread information about these developments is due to the few examples that are reported outside of Japan (in English) and to the difficulties of translating many of the Japanese publications into English. Due to the paucity of literature available in the West we thought it might be useful to examine a sample of the voluminous activities taking place in Japan in the quality of working life field.

Since 1968 France has seen the subject of ‘working conditions’ appear in newspapers and political speeches. In 1971, certain disputes drew attention to the position of workers in industry, in particular those working on assembly lines; once again, attention has been given to the lot of the semi‐skilled workers (ouvriers specialises) who have received no vocational training and who are tied down to repetitive and fragmented tasks.

The body of literature in the field now commonly known as the “quality of working life” (QWL) has grown steadily over a period in which the industrialised nations have increasingly come to question the role and status of human beings in the modern technological environment. In recent years concern with the nature of work, its impact upon people, and their attitudes towards it, seem to have sharpened. Investigation of, and experimentation with, the qualitative aspects of working life—its ability to confer self‐fulfilment directly, for example, as opposed to being a means of acquiring goods—has gained momentum under the influence of a unique set of economic, social, political and technological factors. The outpouring of books, reports and articles from a wide variety of sources has, not surprisingly, grown apace.