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ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION
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 exp...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer US
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8783583/ https://www.ncbi.nlm.nih.gov/pubmed/35095195 http://dx.doi.org/10.1007/s11002-022-09616-9 |
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author | Choi, Sungwoo Liu, Stella X Choi, Choongbeom |
author_facet | Choi, Sungwoo Liu, Stella X Choi, Choongbeom |
author_sort | Choi, Sungwoo |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-8783583 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Springer US |
record_format | MEDLINE/PubMed |
spelling | pubmed-87835832022-01-24 ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION Choi, Sungwoo Liu, Stella X Choi, Choongbeom Mark Lett Article 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. Springer US 2022-01-22 2022 /pmc/articles/PMC8783583/ /pubmed/35095195 http://dx.doi.org/10.1007/s11002-022-09616-9 Text en © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2022, corrected publication 2022 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Article Choi, Sungwoo Liu, Stella X Choi, Choongbeom ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title | ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title_full | ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title_fullStr | ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title_full_unstemmed | ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title_short | ROBOT–BRAND FIT THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION |
title_sort | robot–brand fit the influence of brand personality on consumer reactions to service robot adoption |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8783583/ https://www.ncbi.nlm.nih.gov/pubmed/35095195 http://dx.doi.org/10.1007/s11002-022-09616-9 |
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