The impact of speciesism on customers' acceptance of service automation

Purpose The marketplace is becoming increasingly automated, with consumers frequently expected to interact with machines. Not all consumers are receptive to this trend. We examine how the individual difference of speciesism impacts consumer reactions to automation in the marketplace. Design/methodology/approach We conducted three studies, including an exploratory correlational survey and two two-factor studies. Findings Study 1 provides survey evidence of a positive relationship between one’s level of speciesism and their belief that customer service automation is justified. Study 2 finds that speciesists have more favorable attitudes toward brands using automated (vs human) customer service. Study 3 finds that the more speciesists perceive that tasks they are required to perform at their own work are illegitimate (i.e. unreasonable), the more favorable their reactions to automation, which provides support for our theorizing that speciesists appreciate automation’s ability to relieve humans of such work tasks. Practical implications We recommend that marketers target speciesists as early adopters of chatbots. Further, brands targeting customers likely to be high on speciesism can benefit from adopting chatbots for routine tasks, as this can improve this segment’s brand attitudes. Originality/value This research identifies that speciesists, people who strongly ascribe to the belief that humans are superior to other species, are particularly receptive to automation in customer service (in the form of chatbots). We provide evidence suggesting that speciesists appreciate that automation relieves their fellow humans of automatable tasks.