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The dark side of robot anthropomorphism: cognitive load, stress, and dysfunctional customer behavior

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  • Taeshik Gong

Abstract

The rise of service robots in various service industries has led to increased use of anthropomorphic design elements intended to enhance customer engagement and satisfaction. However, this study explores the unintended negative consequences of robot anthropomorphism, particularly its effects on customer cognitive load, stress, and dysfunctional customer behavior. Drawing on cognitive load theory and the transactional model of stress and coping, this research employs both a lab experiment (Study 1) and a field survey (Study 2) to investigate these dynamics. The findings indicate that robot anthropomorphism significantly increases customer cognitive load, which subsequently leads to higher stress and a greater likelihood of dysfunctional behaviors. Importantly, customer technological literacy moderates these relationships, with higher technological literacy serving as a buffer against the negative effects of anthropomorphism. The results underscore the dual nature of anthropomorphic robot design, highlighting its potential to both engage and challenge customers. This study contributes to the literature by extending our understanding of human-robot interactions in service settings and offers practical insights for optimizing robot design to minimize customer stress and negative outcomes.

Suggested Citation

  • Taeshik Gong, 2026. "The dark side of robot anthropomorphism: cognitive load, stress, and dysfunctional customer behavior," The Service Industries Journal, Taylor & Francis Journals, vol. 46(1-2), pages 153-181, January.
    • Handle: RePEc:taf:servic:v:46:y:2026:i:1-2:p:153-181
    DOI: 10.1080/02642069.2025.2500320
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