Robots in the kitchen: The automation of food preparation in restaurants and the compounding effects of perceived love and disgust on consumer evaluations

Abstract

Restaurants are swiftly embracing automation to prepare food, experimenting with innovations from robotic arms for frying foods to pizza-making robots. While these advances promise to enhance efficiency and productivity, their impact on consumer psychology remains largely unexplored. We present four experiments that demonstrate how food service automation leads to negative downstream effects (i.e., diminished taste perceptions, decreased willingness to pay, less favorable attitudes towards food items) across multiple food categories. This stems in part from two distinct contagion effects, whereby automation appears to undermine the food's ability to contain symbolic love (positive contagion from human contact) while simultaneously increasing feelings of disgust (negative contagion from machine contact). Moreover, we highlight how communicating the consumer-oriented benefits of automation can suppress the disgust associated with automation and subsequently mitigate the deleterious effects on consumer evaluations. Our findings suggest that service retailers should consider the psychological impact on consumers when shifting away from human involvement in a category as intimate and consequential as the production of our food.