The Dark Side of Robot Anthropomorphism: Cognitive Load, Stress, and Dysfunctional Customer Behavior

Abstract

The rise of service robots in various service industries has led to increased use of anthropomorphic design elements intended to enhance customer engagement and satisfaction. However, this study explores the unintended negative consequences of robot anthropomorphism, particularly its effects on customer cognitive load, stress, and dysfunctional customer behavior. Drawing on cognitive load theory and the transactional model of stress and coping, this research employs both a lab experiment (Study 1) and a field survey (Study 2) to investigate these dynamics. The findings indicate that robot anthropomorphism significantly increases customer cognitive load, which subsequently leads to higher stress and a greater likelihood of dysfunctional behaviors. Importantly, customer technological literacy moderates these relationships, with higher technological literacy serving as a buffer against the negative effects of anthropomorphism. The results underscore the dual nature of anthropomorphic robot design, highlighting its potential to both engage and challenge customers. This study contributes to the literature by extending our understanding of human-robot interactions in service settings and offers practical insights for optimizing robot design to minimize customer stress and negative outcomes.

服务机器人在各服务行业中的普及，促使了拟人化设计元素的广泛应用，旨在提升客户参与度与满意度。然而，本研究探讨了机器人拟人化设计带来的意外负面影响，特别是其对客户认知负荷、压力及异常行为的影响。本研究基于认知负荷理论和压力与应对的交易模型，通过实验室实验（研究1）和实地调查（研究2）探讨了这些动态关系。研究结果表明，机器人拟人化显著增加了客户认知负荷，进而导致更高压力水平和更高的异常行为发生概率。值得注意的是，客户技术素养在这些关系中发挥了调节作用，技术素养越高，拟人化带来的负面影响越小。研究结果凸显了拟人化机器人设计的双重性，既能吸引顾客又能对其构成挑战。本研究通过深化对服务场景中人机交互的理解，为优化机器人设计以减少顾客压力和负面结果提供了实践启示。