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This research aims to investigate the influence of consumers' anticipated trust in service providers on brand switching intention and its underlying psychological mechanism. More importantly, this study explores the moderating role of type of service providers (human staff/humanoid robots/nonhumanoid robots).

This study adopted two single-factor between-subjects experimental designs and tested the hypotheses in two typical service failure scenarios: Study 1, a hotel scenario (N = 403); and Study 2, a restaurant scenario (N = 323).

The results suggest that there is an inverted U-shaped relationship between consumers' anticipated trust and tolerance of service failure and that such tolerance has a mediating effect on the relationship between anticipated trust and brand switching intention. Moreover, when service failure is caused by a humanoid service robot, a moderate anticipated trust level of consumers is most conducive to increasing tolerance, which in turn reduces their propensity to switch brands.

This study examines the nature of the relationship between anticipated trust and tolerance in a service failure context, revealing an inverted U-shaped relationship. More importantly, the boundary conditions under which different service provides have an influence on this relationship are incorporated. Finally, this study explores the influence of service failure tolerance on brand switching intentions in a technological context, enriching consumer–brand relationship research.

With the increasing use of robots in service scenarios in hospitality industries, service failure frequently occurs during the service process, and consumers may react differently toward humanoid vs. nonhumanoid robots due to different performance expectancies. This study focuses on consumers' reactions to service failures by humanoid vs. nonhumanoid robots and the different impacts on brand forgiveness and revisit intentions through performance expectancy for different genders.

The study used a sample of 280 participants to test the moderated chain mediation model. The participants were instructed to report their performance expectancies for humanoid/nonhumanoid robots and imagine a hotel check-in scenario in which a service failure occurs. Brand forgiveness, brand revisit intention and other demographic information were assessed.

The results show that consumers have higher performance expectancy for nonhumanoid robots. This performance expectancy generates brand forgiveness and revisit intentions for male consumers but does not affect female consumers' forgiveness and revisit behaviors.

This study contributes to the literature by taking a long-term perspective to investigate the outcomes after service failure, providing evidence for pending questions in previous studies and enriching studies of gender differences. Additionally, this study provides practical implications to consider the use of anthropomorphism in robots, advocate for functional confidence in robots and target consumers across genders.

The purpose of this study is to examine how robotic anthropomorphism and personalized design may affect consumers' reactions to brands after service failure.

This study conducted two studies based on cognitive appraisal theory and artificial intelligence device acceptance theory. Study 1 explored the mechanisms by which the type of anthropomorphic design of the service robot (humanoid robot/nonhumanoid robot) influenced revisit intention after service failure through a one-factor between-subjects design based on a restaurant dining scenario. Study 2 was based on a hotel check-in scenario and explored the moderating effect of robot personalization design on the above mechanisms through a 2 (anthropomorphic design: humanoid robot/nonhumanoid robot) × 2 (personalized design: self-name/no name) between-subjects design.

Study 1 shows that consumers have higher performance expectations for nonhumanoid robots, leading to a higher tolerance for service failure, which in turn generates higher revisit intentions. Study 2 shows that consumers' performance expectations are significantly enhanced after custom naming of humanoid robots, so the serial mediation mechanism for the effect of robot anthropomorphic design on revisit intention does not hold.

This study extends the research of artificial intelligence device acceptance theory in the field of service failure and exploratively proposes an intervention mechanism for the negative effects of the anthropomorphic design of service robots.

This paper aimed to explore the influence of envy on impulsive consumption from aspects of the internal psychological mechanism and boundary conditions.

Based on social comparison theory, four studies were conducted in this research: The first study explored the effect of envy on impulsive consumption; the second study explored the moderating effect of self-monitoring and the mediating effect of materialism; the third study explored the moderating effect of product type and the fourth study explored the effectiveness of social comparison contexts on the arousal of envy.

Study 1 showed that envy could significantly trigger consumers' impulsive consumption. Study 2 indicated that participants experiencing self-monitoring had a higher level of materialism and a stronger propensity to consume impulsively once the emotion of envy emerged. Study 3 suggested that when participants were more envious, their levels of materialism increased with more impulsivity to buy material products. Study 4 revealed that upward comparisons led to a higher level of envy and re-validated the mediating role of materialism between envy and impulsive consumption.

This study provides evidence for the association between envy and consumer behaviour and clarifies the underlying mechanisms of the relationship between envy and impulsive consumption.

Marketers could take advantage of consumers' envy after social comparisons without damaging brand image.

First, this study extended the effects of envy on consumer decisions, suggesting that envy stimulates impulsive consumption by increasing consumers' materialism. Second, this study revealed the boundary condition of product type, namely, material and experiential.