A showdown in the kitchen: Exploring consumers’ preferences for robot-made versus human-made foods at different stages of dietary restraint

This research examines how consumers’ preferences for robot-made versus human-made foods vary at different stages of dietary restraint. Across four studies, the authors demonstrate that consumers in the early stage of dietary restraint are more willing to purchase human-made foods, whereas those in the later stages of dietary restraint are more willing to purchase robot-made foods. These effects were mediated by calorie estimate and taste perception. These findings shed light on the understanding of robotics in the catering industry and offer insights to help food retailers better design targeted marketing strategies.