Anthropomorphize service robots: the role of human nature traits

Empowered by artificial intelligence (AI), human-like service robots are prevalent, but they may have negative effects. Limited research has studied suitable strategies for anthropomorphizing service robots. In contrast to ordinary nonhuman objects, one of the robots’ most essential features is that they have logic and are rational when they are empowered by AI, yet such rationality may destroy consumers’ perceived identity uniqueness as human beings, eliciting bad outcomes. Therefore, we explore how to anthropomorphize service robots through maintaining consumers’ perceived identity uniqueness. Through four studies, we find that consumers’ attitudes about service robots will improve via a decreased identity threat if service robots are anthropomorphized with external human nature traits (that can be shared by animals) rather than uniquely human traits (that only humans have). In addition, this effect is mitigated by robots’ servant communication style. The results indicate what anthropomorphic type of service robot is suitable for managers.