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Robot–Brand Fit The Influence Of Brand Personality On Consumer Reactions To Service Robot Adoption

Author

Listed:
  • Sungwoo Choi

    (The Chinese University of Hong Kong)

  • Stella X Liu

    (The Chinese University of Hong Kong)

  • Choongbeom Choi

    (Sejong University)

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.

Suggested Citation

  • Sungwoo Choi & Stella X Liu & Choongbeom Choi, 2022. "Robot–Brand Fit The Influence Of Brand Personality On Consumer Reactions To Service Robot Adoption," Marketing Letters, Springer, vol. 33(1), pages 129-142, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-022-09616-9
    DOI: 10.1007/s11002-022-09616-9
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    References listed on IDEAS

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    1. Seo Young Kim & Bernd H. Schmitt & Nadia M. Thalmann, 2019. "Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking," Marketing Letters, Springer, vol. 30(1), pages 1-12, March.
    2. Daniele Scarpi, 2021. "A construal-level approach to hedonic and utilitarian shopping orientation," Marketing Letters, Springer, vol. 32(2), pages 261-271, June.
    3. Aparna Sundar & Theodore J. Noseworthy, 2016. "Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(1), pages 44-67.
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    Cited by:

    1. Choi, Sungwoo & Wan, Lisa C. & Mattila, Anna S., 2024. "Unintended indulgence in robotic service encounters," Annals of Tourism Research, Elsevier, vol. 106(C).
    2. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.

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