Embracing Robotics: Understanding Socially Excluded Consumers’ Preference for Human Employees and Robots in Service Encounters
Start Date
18-10-2025 10:00 AM
End Date
18-10-2025 10:30 AM
Location
MH358
Submission Type
Abstract
Track
Marketing
Abstract
Service robots are increasingly employed in frontline services, but consumers have shown hesitance and even resistance toward robot service providers. We identified a robot preference effect for socially excluded consumers. Four preregistered studies (one in the field) found that socially excluded consumers show a greater preference for robot service providers than non-excluded or socially included consumers. This preference is driven by heightened social anxiety, which makes socially excluded individuals more likely to avoid negative feedback and rejection during service interactions, increasing their preference for robots. This effect is moderated by robot anthropomorphism and physical embodiment.
Embracing Robotics: Understanding Socially Excluded Consumers’ Preference for Human Employees and Robots in Service Encounters
MH358
Service robots are increasingly employed in frontline services, but consumers have shown hesitance and even resistance toward robot service providers. We identified a robot preference effect for socially excluded consumers. Four preregistered studies (one in the field) found that socially excluded consumers show a greater preference for robot service providers than non-excluded or socially included consumers. This preference is driven by heightened social anxiety, which makes socially excluded individuals more likely to avoid negative feedback and rejection during service interactions, increasing their preference for robots. This effect is moderated by robot anthropomorphism and physical embodiment.
