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  • Department of Psychology

    © Universität Bielefeld

AE 15 - Applied Social Psychology and Gender Research

The „Applied Social Psychology and Gender Research“ Lab, supervised by Prof. Dr. Friederike Eyssel, researches social psychological aspects of human-machine-interaction. Moreover, the work group investigates determinants and consequences of gender stereotypes, sexism, sexual objectification, and sexual harassment.


Focusing on psychological aspects of human-machine interaction, we conduct empirical studies on evaluation, acceptance, and usability of robots and technical systems in everyday life (e.g., during robot development in the VIVA-project, in smart environments homes, in education). In this context, we investigate attitudes towards robots and intelligent systems, the perceived quality of human-machine interaction, and user behavior during the interaction. Further, we identify key factors of user acceptance of technology and their willingness to use novel technologies. In addition, we apply well-esablished concepts from social psychological research (e.g., self-disclosure, ambivalent attitudes) to human-robot interaction. By doing so, we contribute to a better understanding of psychological mechanisms that promote a successful human-technology interaction.

In our gender research we study gender stereotypes, sexism, sexual objectification and sexual harassment. For instance, we investigate predictors and consequences of sexual objectification. Functions of sexual objectification are examined at the individual, interpersonal, and the societal level. Relatedly, we investigate motives of sexual harassment, e.g., the role of harassment myths.  We use a psycholinguistic approach and eye-tracking methodology to examine the influence of gender stereotypical language on language processing and gaze behavior.

Overview of research topics

  • Assessment and change of attitudes towards technical systems
  • Ethical aspects of developing novel technologies
  • Social categorization processes in human-robot interaction
  • Evaluation of social robots
  • Determinants and consequences of self-discolure in human-robot interaction
  • Ambivalence in attitudes towards robots
  • Determinants of anthropomorphism and dehumanization
  • Gender stereotypes in language processing
  • Sexism
  • Sexual objectification
  • Sexual harassment and victim blaming

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