How technology influences perceptions of vulnerability

From assistance to perception

Connected health devices, voice assistants and home care robots are now part of everyday life for many people. Designed to support those living with illness, disability or the effects of ageing, these tools do more than just make daily life easier. As this research shows, they also transform the way others perceive the beneficiaries of these technologies.

Conducted by Dr Malak El Halabi (Rennes School of Business) and Dr Anika Schumacher, and published in the journal Psychology & Marketing (2025), the study shows that when care is provided by technology, observers tend to judge beneficiaries as less dependent and more mentally capable than when the same care is provided by a human professional.

An in-depth experimental study

Historically, care has always been human-centred, with families, loved ones and professionals playing a key role. But with a shortage of carers and rapid advances in digital health, technological assistance is becoming essential, from voice assistants capable of reading aloud to mobility assistance robots.

Through eight experimental studies involving more than 3,400 participants, researchers observed a consistent phenomenon: for identical tasks, when performed by technology rather than a human being, beneficiaries were perceived as more independent.

Why is this important?

These seemingly innocuous judgements directly influence decisions made on behalf of vulnerable consumers. Participants favoured pleasure-oriented products (gourmet foods, homes with beautiful views) over needs-oriented options (healthier food, accessible housing). Even some healthcare professionals reproduced this bias.

Being considered less dependent may seem flattering, but this perception can lead to essential needs being underestimated, with the risk that those affected will not receive the appropriate support.

Implications for marketing and society

The results of this research are relevant to marketers, healthcare professionals and public decision-makers alike. Products aimed at consumers who use technological care are more easily associated with hedonistic dimensions, while their basic needs risk being relegated to the background.

As Dr El Halabi points out:

“Technology doesn’t just provide care, it changes the way others perceive those who depend on it. Recognising this bias is essential to ensuring that technology empowers vulnerable people rather than disadvantaging them.”

By highlighting this unconscious bias, this research contributes to a better understanding of consumer behaviour in the era of digital health. It also offers concrete ways to ensure that technology remains truly at the service of those who need it most.

Reference

Schumacher, A., & El Halabi, M. (2025). “How the use of technology in the context of care influences conclusions about the level of dependence of vulnerable consumers”. Psychology & Marketing, 42(9), 2388–2400. Read the article