Human-Robot Trait Matching Effect: Consumers Appreciate Robots in Congruence with Their Self-Traits

The traits of warmth and competence in robots have emerged as crucial factors influencing consumer choice. This study explores the matching effect between consumers’ self-traits (warmth vs. competence) and the corresponding traits of robots (warmth vs. competence). The results of three experiments reveal the following key findings: First, consumers appreciate robots that congruent with their self-traits (warm consumers appreciate warm robots, competent consumers appreciate competent robots), supporting the “like attracts like” effect in the human-robot trait matching process. Second, empirical evidence confirms the mediating role of self-congruity in the human-robot trait match effect. Third, embarrassing contexts, such as purchasing private products, attenuate the trait match effect. From a practical perspective, businesses are advised to explore providing service robots that congruent with consumers’ traits. Additionally, when designing robots, specific contexts should be considered. For example, in embarrassing situations, the robot’s warmth could be reduced to make it appear “less human-like.”