ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION

Sungwoo Choi, Stella X Liu and Choongbeom Choi ()
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Sungwoo Choi: The Chinese University of Hong Kong
Stella X Liu: The Chinese University of Hong Kong
Choongbeom Choi: Sejong University

Marketing Letters, 2022, vol. 33, issue 1, No 11, 129-142

Abstract: Abstract Can every brand benefit from adopting service robots? To tackle this important question, we examined the interactive effects of brand personality (sincere vs. exciting) and service robot type (high-contact vs. low-contact) on customer reactions to service robot implementation. Results from three experimental studies indicate that customers tend to react negatively to high-contact robots when the brand had a sincere (vs. exciting) personality. This tendency is driven by the poor perceived fit between the sincere brand personality and the implementation of high-contact robots. However, such brand personality effects are mitigated in the adoption of low-contact robots. For a sincere brand adopting high-contact robots, we suggest that signaling warmth can enhance the perceived brand–robot fit and thereby reduce negative customer reactions.

Keywords: Service robot; Service technology; Technology adoption; Brand personality; Perceived fit (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-022-09616-9

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