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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...

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Detalles Bibliográficos
Autores principales: Choi, Sungwoo, Liu, Stella X, Choi, Choongbeom
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2022
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.
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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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