Simone Roth, Medina Klicic

• An increasing number of social robots exist globally, but are not yet used ineveryday life. Literature-based and with an exploratory study, this chapter outlinesoptions to build on existing associative structures in the minds of consumers and usesthe framing approach to improve attitudes and increase the intention to use socialrobots. Firstly, a definitional classification of what exactly makes a robot social is pre-sented. Secondly, generation-specific differences in attitudes and intentions to use aredetermined. Thirdly, the framing approach for increasing attitude, including behav-ioural intention is discussed. Subsequently, a series of interviews were used to investi-gate the associative structures with regard to social robots, generational differencesin association networks and the use of the framing approach. The application field inthe study is education. Findings indicate generational differences and risky choice, at-tribute and goal frames have been developed, upon which further research can bebased.