“They deserve it” vs. “That's Cruel”: Consumer responses to service-delivery robot abuse

This exploratory study investigates the underlying motivations that influence consumers to either condone or condemn robot abuse. Using a netnographic approach, we analyzed 435 Reddit posts through a rigorous three-stage coding process. Findings reveal twelve key motives driving consumers responses: on the condoning side, six categories emerged—namely “Humor & Entertainment,” “Curiosity/Novelty,” “Perceived Threat,” “Power Assertion,” “Robophobia/Dislike of Robots,” and “Retribution/Deservedness.” Conversely, on the condemning side, six motives were identified—“Empathy/Compassion,” “Moral Wrongdoing,” “Social Norms & Values,” “Robot Rights/Moral Consideration,” “Property Protection,” and “Awkwardness Response.” These motives further cluster into broader orientations: moral disengagement, where abuse is trivialized or justified, and moralization, where abuse is viewed as ethically wrong or socially harmful. The study contributes to the marketing literature by highlighting the duality of consumer responses to misbehavior such as abuse and extending theory on moral reasoning and disengagement to the context of robots. Implications are provided for scholars, practitioners, and policymakers seeking to promote positive human–robot relations and reduce instances of robot abuse.