A research team at Hanyang University ERICA has examined how customers react when witnessing another customer mistreat a service robot, identifying psychological mechanisms that influence these responses. The study, led by Professor Taeshik Gong, found that observers’ behavior is shaped by two pathways—behavioral contagion, which leads to the imitation and normalization of incivility, and empathy, which fosters prosocial behavior toward the robot.
According to the study, published online on 20 August 2025 and appearing in Volume 88 of the Journal of Retailing and Consumer Services, these reactions depend on the robot’s level of anthropomorphism and the observer’s moral identity. The findings provide empirical evidence that third-party observers can influence social norms surrounding the treatment of robots in customer service environments.
The research involved experimental studies using video-based simulations of customer–robot interactions. It suggests that humanlike features in robots—such as expressive eyes, emotive voices, or subtle gestures—can increase empathy among bystanders, prompting more respectful behavior. Conversely, when robots appear less humanlike, observers are more likely to replicate uncivil conduct.
Professor Gong noted that these insights could inform management practices in sectors such as hospitality, retail, and healthcare, where robots increasingly interact with customers. Visible norm cues, scripted responses, and employee training could help discourage mistreatment and support a more respectful service atmosphere.
The study also highlights potential implications for ethical design and policy. If observers perceive mistreated robots as moral entities, organizations or regulators may consider codes of conduct or guidelines for human–robot interaction in public or commercial spaces. Gong added that patterns of behavior toward robots may extend to human employees, suggesting that encouraging prosocial norms could help maintain a positive workplace climate.
The research contributes to emerging discussions on the ethical and social dimensions of human–robot interaction, emphasizing the importance of design choices and moral awareness in shaping customer behavior in technology-driven service settings.
