Effects of service robots' anthropomorphism on consumers' attribution toward and forgiveness of service failure

• Published in: Journal of consumer behaviour 2023-01, Vol.22 (1), p.67-81
• Main Author: Cheng, Li‐Keng
• Format: Article
• Language: English
• Subjects: Anthropomorphism; Attribution; Consumers; Failure; Forgiveness; Marketing; Robotics; Robots
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.2112

We investigated the effects of service robots' anthropomorphism on consumers' attribution and forgiveness of service failure. By manipulating the levels of anthropomorphism in service robots in three experiments, we evaluated the relationship norms and involvement levels of consumers. Three contributions of our study are as follows. First, most human–robot interaction studies have focused on consumers' dissatisfaction with service robots' service failures. Unfortunately, few studies have investigated the influence of service robots' anthropomorphism levels on consumers' internal attribution and forgiveness of service failure. In the present study, we found a positive correlation between the former and the latter. The findings of this study indicate marketing managers should design their service robots to be less anthropomorphic to reduce the likelihood of consumers making an internal attribution when a service failure occurs and increase their forgiveness of service failure. In addition, to reduce the likelihood of consumers' internal attribution upon service failure, managers may ensure that their service robots explain to the consumers the cause of service failure (e.g., inability to understand consumers' requirements and robots' design‐related limitations). Second, consumers' relationship norms moderate the effect of anthropomorphism level on internal attribution. Third, robot anthropomorphism is reportedly effective only when anthropomorphization occurs subconsciously.