Rage Against the Machine: When Consumers Sabotage Robots in the Marketplace

Sabotage against service robots is on the rise. This research identifies a driver of consumers’ sabotage behavior: robot human-likeness. While robots high in human-likeness should reduce sabotage by heightening social norms, we find the opposite to be true. Robots high in human-likeness increase consumers’ sabotage by triggering threatening social comparisons.


Darima Fotheringham, Monika Lisjak, and Kirk Kristofferson (2020) ,"Rage Against the Machine: When Consumers Sabotage Robots in the Marketplace", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 715-714.


Darima Fotheringham, Arizona State University, USA
Monika Lisjak, Arizona State University, USA
Kirk Kristofferson, Ivey Business School, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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