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@PHDTHESIS{Kies:998458,
      author       = {Kies, Alexander Daniel},
      othercontributors = {Paluch, Stefanie and Mahr, Dominik},
      title        = {{M}ind over matter: multiperspective findings on
                      brain-computer interfaces' impact in service and technology
                      interactions},
      school       = {Rheinisch-Westfälische Technische Hochschule Aachen},
      type         = {Dissertation},
      address      = {Aachen},
      publisher    = {RWTH Aachen University},
      reportid     = {RWTH-2024-11399},
      pages        = {1 Online-Ressource},
      year         = {2024},
      note         = {Veröffentlicht auf dem Publikationsserver der RWTH Aachen
                      University 2025; Dissertation, Rheinisch-Westfälische
                      Technische Hochschule Aachen, 2024},
      abstract     = {Human Enhancement Technologies (HET), heralded as the next
                      frontier in service technology, hold the potential to
                      revolutionize human capabilities to augment a person’s
                      physical, cognitive and emotional capabilities beyond their
                      usual limits. Amidst this technological (r)evolution,
                      Brain-Computer Interfaces (BCIs) stand out as a key
                      technology in these developments. BCIs are wearable
                      technology that establishes a direct communication link
                      between users’ brains and external devices by recording
                      and decoding neural activity. As a result, users can turn on
                      smart lights by thinking about it, query databases at the
                      speed of thought or communicate their emotional state to
                      another BCI user via brain-to-brain transmission. Clearly,
                      this development holds important considerations for
                      enhancing the capabilities of Frontline Employees (FLE) on
                      service interactions, user intentions to adopt BCIs for
                      technology interaction or changes in communication due to
                      the extension of communication affordances. Although there
                      is a substantial body of research on the technical aspects
                      of BCI technology, there is a noticeable gap in the
                      literature on the potential BCIs hold for services, user
                      perceptions and communication. Therefore, the four essays of
                      this dissertation offer a multiperspective view on these
                      critical areas. The first paper finds that enhancing FLEs
                      with BCIs for efficiency leads to the 'cyborg effect', where
                      BCI enhancement has a negative impact on service
                      evaluations, mediated by warmth and competence grounded in
                      social cognition theory. We show that framing BCIs for
                      personalization of encounters alleviates the cyborg effect
                      and demonstrate that with increasing service complexity,
                      personalized BCI-enhanced FLEs are perceived as warmer and
                      more competent than their human counterparts. The second
                      paper conceptualizes BCIs’ impact on FLEs’ well-being
                      when the technology is worn as workplace technology.
                      Depending on how BCIs are integrated, FLEs perceive the
                      technology as a tech-resource (i.e. predominant positive
                      impact) or tech-stressor (i.e. predominant negative impact).
                      When FLEs see BCI as tech-resources, they perceive the
                      technology as aiding in task completion, enhancing their
                      motivation, and reducing stress. Conversely, when BCIs are
                      perceived as tech-stressors, FLEs’ perceive to be
                      surveilled by technology, overwhelmed by its complexity that
                      led to the view of BCIs as taxing or exceeding FLEs’
                      available resources. The third paper aims to understand how
                      regular users perceive this innovative method of controlling
                      their devices, as it offers a more seamless and intuitive
                      way of interacting with technology. Our findings reveal that
                      users consider their self-perception as cyborgs and the
                      device's functionality when deciding on their intention to
                      interact with BCIs, depending on whether the BCI is used for
                      individual or organizational interaction. The fourth paper
                      explores how BCIs offer an unprecedented level of immersion
                      and technological embodiment in the metaverse. This paper
                      establishes a conceptual framework that details enhanced
                      communication affordances using BCIs and discusses the
                      ethical implications of mainstream market BCI technologies.},
      cin          = {812920 ; 812910},
      ddc          = {330},
      cid          = {$I:(DE-82)812920_20140620$},
      typ          = {PUB:(DE-HGF)11},
      doi          = {10.18154/RWTH-2024-11399},
      url          = {https://publications.rwth-aachen.de/record/998458},
}