The impact of anthropomorphic service robots on consumer conformity behaviour

Anthropomorphic service robots trigger negative consumer experiences, such as identity and realistic threats. However, existing literature remains unclear whether consumers facing negative experiences with anthropomorphic robots seek belonging through conformity consumption or defend autonomy through uniqueness seeking. Drawing on compensatory consumption theory and service script theory, this study examines how service robot anthropomorphism influences conformity consumption behaviour and tests the mediating role of perceived control. The results show that anthropomorphic service robots undermine consumers’ perceived control, which in turn drives conformity consumption behaviour to restore psychological equilibrium. Crucially, this mediating process is not universal; rather, it intensifies in the public context (vs the private context). Theoretically, drawing on service script theory, findings reveal anthropomorphic robots reduce perceived control to drive conformity consumption, establishing a boundary for compensatory consumption theory. Practically, they inform robot design to safeguard perceived control and mitigate unintended consequences.