Do not put the blame on me: Asymmetric responses to service outcome with autonomous vehicles versus human agents. Issue 2 (5th August 2022)

• Record Type: Journal Article
• Authors: Pozharliev, Rumen; De Angelis, Matteo; Donato, Carmela; Rossi, Dario
• Other Names: Qian Lixian guestEditor.; Soopramanien Didier guestEditor.; Michaelidou Nina guestEditor.
• Is Part Of: Journal of consumer behaviour. Volume 22:Issue 2(2023)
• Page Start: 455
• Page End: 467
• Publication Date: 2022-08-05
• Subjects: Consumer behavior -- Periodicals; Motivation research (Marketing) -- Periodicals; 658.834205
• DOI: 10.1002/cb.2096
• Languages: English
• ISSNs: 1472-0817

Abstract

Abstract: The present study aims to examine customer responses to negative (vs. positive) service outcome with an autonomous vehicle (AV) vis‐à‐vis human agent. In the first study we manipulate the outcome of the service (negative vs. positive) and the type of service agent (AV vs. human) to evaluate customers' satisfaction with the service. Based on the results of the first study, in the second study we focus only on the negative outcome scenario and we examine how the perceived blame of the AV (vs. human agent) affects customers' satisfaction. Finally, in the third study we introduce another mediator, namely perceived competence, which explains why people attribute less blame to the AV (vs. human agent). Customers' satisfaction is higher for the AV only in the case of a negative service outcome, while no differences emerge when the service had a positive outcome. Additionally, AVs (vs. human agent) are perceived as less competent and blameworthy, leading to a higher customer satisfaction with the service in case of a negative outcome. These results show a customer under‐reaction to negative service outcome with AVs. This has relevance for the design and policy implications related to AVs. Our results also provide insights into the psychological underpinnings of acceptance of AVs replacing human agents. This study extends previous literature by showing circumstances in which customers are more (or less) satisfied with an AVs (vs. human agents) and the psychological drivers of these asymmetrical responses.