The Negative Effects of Tipping Suggestions From Non-Human Agents: Consumer Dislike of Manipulative Intent Perceptions

Abstract

Given the recent increase in the use of tip suggestions by non-human agents, such as service robots or self-checkout machines, this research investigates consumer responses to such tip suggestions through four experiments. Results support the overall sequential mediation model of tip suggestions → higher manipulative intent → lower satisfaction → negative word of mouth intentions. The results from Studies 1a and 1b demonstrate the direct effect of tip suggestions on negative word of mouth intentions. These studies also provide evidence that inference of manipulative intent serves as the underlying mechanism for this effect. Study 2 shows that tip suggestions provided by non-human agents negatively influence consumers' satisfaction, but this effect gets attenuated for human agents. Finally, Study 3 demonstrates the overall sequential mediation model. This research provides new insights for marketers to help develop positive relationships with consumers by positively impacting consumers' attitudes and satisfaction.