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Exploring the effect of humor in robot failure

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  • Yang, Hongyan
  • Xu, Hong
  • Zhang, Yan
  • Liang, Yan
  • Lyu, Ting

Abstract

Service robots are playing an increasing role in tourism and hospitality. However, this advanced technology is not immune to mistakes. The current research focuses on whether humor could be an effective recovery method in robot failure. Drawing on benign violation theory and regulatory focus theory, two experiments are conducted to demonstrate that, in low-severity failure conditions, humorous responses lead to higher humor appreciation and more positive customer evaluations. However, in high-severity failure conditions, humorous responses lead to higher perceived insincerity and more negative customer evaluations. We also examine the moderating role of anthropomorphism. This paper identifies whether and when humor is appropriate in robot failure and elucidates the introduction and promotion of robot services for managers.

Suggested Citation

  • Yang, Hongyan & Xu, Hong & Zhang, Yan & Liang, Yan & Lyu, Ting, 2022. "Exploring the effect of humor in robot failure," Annals of Tourism Research, Elsevier, vol. 95(C).
    • Handle: RePEc:eee:anture:v:95:y:2022:i:c:s0160738322000767
    DOI: 10.1016/j.annals.2022.103425
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    References listed on IDEAS

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    Cited by:

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    4. Choi, Sungwoo & Wan, Lisa C. & Mattila, Anna S., 2024. "Unintended indulgence in robotic service encounters," Annals of Tourism Research, Elsevier, vol. 106(C).
    5. Liu, Juan & Xu, Xing'an, 2023. "Humor type and service context shape AI service recovery," Annals of Tourism Research, Elsevier, vol. 103(C).
    6. Park, Junsung & Yoo, Joon Woo & Cho, Youngju & Park, Heejun, 2023. "Examining the impact of service robot communication styles on customer intimacy following service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Zhang, Huixian & Song, Mengmeng, 2024. "Optimizing service encounters through mascot-like robot with a politeness strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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