Cited by 1,197AI in Service InteractionsSocial Robot Interaction and HRIConsumer Behavior in Brand Consumption and Identification

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Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses

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Mende, Martin, Scott, Maura L., van Doorn, Jenny, Grewal, Dhruv, Shanks, Ilana·2019·Journal of Marketing Research

DOI 10.1177/0022243718822827

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Abstract

Interactions between consumers and humanoid service robots (HSRs; i.e., robots with a human-like morphology such as a face, arms, and legs) will soon be part of routine marketplace experiences. It is unclear, however, whether these humanoid robots (compared with human employees) will trigger positive or negative consequences for consumers and companies. Seven experimental studies reveal that consumers display compensatory responses when they interact with an HSR rather than a human employee (e.g., they favor purchasing status goods, seek social affiliation, and order and eat more food). The authors investigate the underlying process driving these effects, and they find that HSRs elicit greater consumer discomfort (i.e., eeriness and a threat to human identity), which in turn results in the enhancement of compensatory consumption. Moreover, this research identifies boundary conditions of the effects such that the compensatory responses that HSRs elicit are (1) mitigated when consumer-perceived social belongingness is high, (2) attenuated when food is perceived as more healthful, and (3) buffered when the robot is machinized (rather than anthropomorphized).

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Authors: Mende, M., Scott, M. L., van Doorn, J., Grewal, D., & Shanks, I.
Affiliations: Florida State University (US)
Corresponding author: Mende, Martin
ORCID: Mende, Martin
Scott, Maura L.
Grewal, Dhruv
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 2019-04-22
Volume: 56
Issue: 4
Pages: 535-556
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1177/0022243718822827
OpenAlex: W2941128398
Cited by: 1,197
References: 111
Citations by year: 2026: 213 · 2025: 236 · 2024: 210 · 2023: 173 · 2022: 168 · 2021: 109 · 2020: 70 · 2019: 18
FWCI: 41.64
Type: journal article
Language: en
Open access: green
research.rug.nl
Licence: other-oa
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion, other-oa)
Funders: Marketing Science Institute
Topics: Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords: humanoid service robots, compensatory consumption, eeriness, status goods, social affiliation, dietary intake, anthropomorphism, social belonging, service experience

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Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses

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