Bodily feelings as information: the embodied cognition perspective on robotic services

Purpose The study aims to investigate the effects of bodily feelings on preference for robotic service by examining direct and indirect sensations from physical and metaphorically projected bodily feelings. Design/methodology/approach Through four empirical experiments involving video and recall tasks to metaphorically manipulate participants’ bodily warmth and directly manipulate ambient temperature, the authors explored the mediating role of the need for warmth and the moderating role of robotic features (warmth vs competence) on consumer willingness to engage with and pay for robotic services. Findings Warmth perception exhibits a positive correlation with robotic services. This relationship is mediated by the need for warmth. Moreover, when customers experience a sensation of physical warmth, they show a greater willingness to pay for a robotic service exhibiting competence versus warmth. Research limitations/implications This research contributes to the literature by integrating the feelings-as-information theory and the mind perception view to understand the judgment of robotic services. It extends the application of the embodied cognition theory, highlighting the significance of bodily feelings as a source of information in customer decision-making processes. Furthermore, this research explores the metaphoric influence of service features on bodily responses, providing new insights into the role of embodiment and mental perception in robotic service evaluations. Practical implications Managers should consider using different robots based on seasonal settings to meet customers’ need for warmth. Understanding customers’ bodily feelings and the metaphoric influence of service features contributes to the design of more effective and customer-centric robotic services. Originality/value This inquiry explores the metaphoric influence of service features on bodily responses, providing new insights into the role of embodiment and mental perception in robotic service evaluations.