“Robot, don’t approach me!” When a robot emulates a salesperson approaching in-store: Impact on perceived intrusiveness and behavioral expectations

Mobile robots are the only in-store technology capable of mimicking the typical approach tactics used by human agents. Yet this unique and crucial feature has been overlooked in previous research about robots in commercial contexts. Based on proxemics and personal space invasion frameworks, the current research investigates what happens when a robot emulates the behavior of a human assistant and approaches consumers to initiate an interaction in-store. Four experimental studies reveal that the approaching robot is considered more intrusive than the approaching salesperson, reducing satisfaction toward the retailer and leading to mitigated behavioral expectations such as reduced likelihood of seeking advice or increased likelihood of leaving the store. It is also perceived as more intrusive than the tested alternatives (standing still or reactive). Yet, practical solutions exist to reduce backfiring effects – a reactive robot, the ability to refuse interaction, or having a salesperson as a backup option. These findings offer significant theoretical implications for human–robot interaction research in a business context while also presenting key managerial considerations for robot design and implementation in retail.