When Disease Concerns Divide: How Out‐Group Classification Reduces Satisfaction With Service Robots

Abstract

ABSTRACT As service robots become more prevalent in retail and hospitality settings, understanding the psychological factors that shape consumer satisfaction is critical. While prior research suggests that heightened disease concerns should increase acceptance of robotic services due to their hygienic advantages, we propose and demonstrate the opposite effect. Across eight experiments, we find that when disease concerns are salient, consumers are less satisfied with service robots. This occurs because disease concerns prompt consumers to classify anthropomorphized robots as out‐group members, triggering avoidance responses. These findings challenge assumptions about disease‐avoidance behaviors and contribute to research on consumer‐robot interactions, social categorization, and the psychological dimensions of technology adoption.